Chapter 9 A Survey of Utility-based Privacy-Preserving Data Transformation Methods
SOM Chapter 9

CHAPTER 9: STRATEGIC ALLIANCESTRUE/FALSE QUESTIONS1. Currently alliances account for 35% of the revenue of the largest 1,000 firms in theUnited States.TrueFalseAnswer: True Page: 278 Difficulty: Easy Chapter Objective: 12. A strategic alliance exists whenever three or more independent organizationscooperate in the development, manufacture, or sale of products or services.TrueFalseAnswer: False Page: 278 Difficulty: Easy Chapter Objective: 13. In a nonequity alliance firms create a legally independent firm in which they investand from which they share any profits that are created.TrueFalseAnswer: False Page: 278 Difficulty: Moderate Chapter Objective: 14. In an equity alliance cooperating firms supplement contracts with equity holdingsan alliance partners.TrueFalseAnswer: True Page: 278 Difficulty: Moderate Chapter Objective: 15. When a firm cannot realize the cost savings from economies of scale all by itself, itmay join in a strategic alliance with other firms so that together, both firms willhave sufficient volume to be able to gain the cost advantages of economies ofscale.TrueFalseAnswer: True Page: 280 Difficulty: Moderate Chapter Objective: 26. In general, due to the intangible nature of knowledge, firms are not able to usealliances to learn from their competitors.TrueFalseAnswer: False Page: 280 Difficulty: Moderate Chapter Objective: 27. When both parties to an alliance are seeking to learn something from that alliance,a learning race can evolve.TrueFalseAnswer: True Page: 281 Difficulty: Moderate Chapter Objective: 28. Network industries are characterized by decreasing returns to scale.TrueFalseAnswer: False Page: 281 Difficulty: Moderate Chapter Objective: 29. Firms with high levels of absorptive capacity will learn at higher rates than firmswith low levels of absorptive capacity, even if these two firms are trying to learn exactly the same things in an alliance.TrueFalseAnswer: True Page: 283 Difficulty: Moderate Chapter Objective: 210. Learning race dynamics are particularly common in relations among large, well-established firms.TrueFalseAnswer: False Page: 283 Difficulty: Moderate Chapter Objective: 211. In network industries with increasing returns to scale where standards areunimportant, strategic alliances can be used to create a more favorable competitive environment.TrueFalseAnswer: False Page: 283 Difficulty: Hard Chapter Objective: 212. Explicit collusion exists when firms directly communicate with each other tocoordinate their levels of production or their prices and is legal in most countries.TrueFalseAnswer: False Page: 285 Difficulty: Moderate Chapter Objective: 213. Tacit collusion exists when firms coordinate their pricing decisions not by directlycommunicating with each other, but by exchanging signals with other firms about their intent to cooperate.TrueFalseAnswer: True Page: 285 Difficulty: Moderate Chapter Objective: 214. Strategic alliances can help create the social setting within which tacit collusionmay develop.TrueFalseAnswer: True Page: 285 Difficulty: Moderate Chapter Objective: 215. Research shows that joint ventures between firms in the same industry may havecollusive implications and that these kinds of joint ventures are relatively common.TrueFalseAnswer: False Page: 286 Difficulty: Moderate Chapter Objective: 216. Alliances to facilitate entry into new industries are only valuable when the skillsneeded in these industries are complex and difficult to learn.TrueFalseAnswer: False Page: 286 Difficulty: Moderate Chapter Objective: 217. When information asymmetry exists between firms that currently own assets andfirms that may want to purchase these assets, the selling firm will often havedifficultly obtaining the full economic value of these assets.TrueFalseAnswer: True Page: 287 Difficulty: Moderate Chapter Objective: 218. In new and uncertain environments it is not unusual for firms to develop numerousstrategic alliances.TrueFalseAnswer: True Page: 288 Difficulty: Moderate Chapter Objective: 219. Research shows that as many as two-thirds of strategic alliances do not meet theexpectations of at least one alliance partner.TrueFalseAnswer: False Page: 288 Difficulty: Moderate Chapter Objective: 320. When potential cooperative partners misrepresent the skills, abilities, and otherresources that they will bring to an alliance, this is a form of cheating known asadverse selection.TrueFalseAnswer: True Page: 288 Difficulty: Moderate Chapter Objective: 321. In general, the less tangible the resources and capabilities that are to be brought to astrategic alliance, the less costly it will be to estimate their value before an alliance is created, and the more likely it is that adverse selection will occur.TrueFalseAnswer: False Page: 289 Difficulty: Moderate Chapter Objective: 322. Moral hazard occurs when partners in an alliance possess high-quality resourcesand capabilities of significant value in an alliance but fail to make those resources and capabilities available to alliance partners.TrueFalseAnswer: True Page: 289 Difficulty: Moderate Chapter Objective: 323. The existence of moral hazard in a strategic alliance proves that at least one of theparties is either malicious or dishonest.TrueFalseAnswer: False Page: 289 Difficulty: Moderate Chapter Objective: 324. In an alliance a holdup occurs when a firm that has not made significanttransaction-specific investments demands returns from an alliance that are higher than what the partners agreed to when they created the alliance.TrueFalseAnswer: True Page: 291 Difficulty: Moderate Chapter Objective: 325. Research on international joint ventures suggests that the existence of transaction-specific investments in their relationships makes these agreements relativelyimmune to holdup problems.TrueFalseAnswer: False Page: 291 Difficulty: Moderate Chapter Objective: 326. Although holdup is a form of cheating in strategic alliances, the threat of holdupcan also be a motivation for creating an alliance.TrueFalseAnswer: True Page: 292 Difficulty: Moderate Chapter Objective: 327. For a strategic alliance to be a source of sustained competitive advantage it must bevaluable in that it exploits an opportunity but avoids a threat and it must also berare and costly to imitate.TrueFalseAnswer: True Page: 292 Difficulty: Easy Chapter Objective: 428. The rarity of strategic alliances depends solely on the number of competing firmsthat have already implemented an alliance.TrueFalseAnswer: False Page: 292 Difficulty: Easy Chapter Objective: 429. In the short-run firms can gain some advantages by cheating their alliance partnersbut research suggests that cheating does not pay in the long run.TrueFalseAnswer: True Page: 293 Difficulty: Moderate Chapter Objective: 330. Successful strategic alliances are often based on socially complex relations amongalliance partners but virtually every firm in a given industry is likely to have the organizational and relationship-building skills required for alliance buildingmaking the possibility of direct duplication of strategic alliances very high.TrueFalseAnswer: False Page: 294 Difficulty: Moderate Chapter Objective: 431. In general, firms will prefer to go it alone rather than enter into a strategic alliancewhen the level of transaction-specific investment required to complete an exchange is low.TrueFalseAnswer: True Page: 295 Difficulty: Hard Chapter Objective: 532. Capabilities theory suggests that an alliance will be preferred over “going it alone”when an exchange partner possesses valuable, rare, and costly-to-imitate resources and capabilities.TrueFalseAnswer: True Page: 295 Difficulty: Moderate Chapter Objective: 533. When there is low uncertainty about the future value of an exchange, an alliancewill be preferred to going it alone.TrueFalseAnswer: False Page: 295 Difficulty: Moderate Chapter Objective: 534. Transaction cost economics suggests that going it alone is not a substitute forstrategic alliances since they are best chosen only when other alternatives are not viable.TrueFalseAnswer: True Page: 295 Difficulty: Moderate Chapter Objective: 535. An alliance will be preferred to an acquisition when there are legal constraints onacquisitions.TrueFalseAnswer: True Page: 296 Difficulty: Easy Chapter Objective: 536. The primary purpose of organizing a strategic alliance is to enable partners in thealliance to gain all the benefits associated with cooperation while minimizing the probability that cooperating firms will cheat on their cooperative agreements.TrueFalseAnswer: True Page: 297 Difficulty: Moderate Chapter Objective: 637. In general, contracts are sufficient to resolve all the problems associated withcheating in an alliance.TrueFalseAnswer: False Page: 298 Difficulty: Moderate Chapter Objective: 6 38. Sometimes the value of cheating in a joint venture is sufficiently large that a firmcheats even though doing so hurts the joint venture and forecloses futureopportunities.TrueFalseAnswer: True Page: 302 Difficulty: Moderate Chapter Objective: 639. While it is often the case that there will be important information asymmetriesbetween firms in an alliances these asymmetries are likely to be much less whenalliance partners come from different countries.TrueFalseAnswer: False Page: 303 Difficulty: Moderate Chapter Objective: 740. When firms begin to explore international operations they tend to do so first byengaging in alliances, then in market-based forms of exchange followed by equity investments and vertical integration if it makes economic sense to do so.TrueFalseAnswer: False Page: 304 Difficulty: Moderate Chapter Objective: 7 MULTIPLE CHOICE QUESTIONS41. Currently alliances account for _______ percent of the revenue of the largest 1,000firms in the United States.A. 15B. 25C. 35D. 45Answer: C Page: 278Difficulty: Moderate Chapter Objective: 142. A(n) _________ exists whenever two or more independent organizations cooperatein the development, manufacture, or sale of products or services.A. vertical marketB. strategic allianceC. initial public offeringD. market transactionAnswer: B Page: 278Difficulty: Moderate Chapter Objective: 143. A ________ is a form of nonequity alliance that exists when one firm allowsanother to use its brand name to sell its products.A. supply agreementB. distribution agreementC. licensing agreementD. joint ventureAnswer: C Page: 278Difficulty: Moderate Chapter Objective: 144. In a ___________ cooperating firms create a legally independent firm in whichthey invest and from which they share any profits that are created.A. licensing agreementB. supply agreementC. distribution agreementD. joint ventureAnswer: D Page: 279Difficulty: Moderate Chapter Objective: 145. Strategic alliances can create economic value through helping firms improve theircurrent operations byA. facilitating the development of technology standards.B. facilitating tacit collusion.C. exploiting economies of scale.D. managing uncertainty.Answer: C Page: 280Difficulty: Moderate Chapter Objective: 246. When both parties to an alliance are seeking to learn something from that alliance,a ________ can evolve.A. learning raceB. dynamic raceC. learning dynamicD. learning curveAnswer: A Page: 281Difficulty: Moderate Chapter Objective: 247. Network industries are characterized byA. increasing diseconomies of scale.B. increasing returns to scale.C. decreasing returns to scale.D. decreasing economies of scale.Answer: B Page: 281Difficulty: Moderate Chapter Objective: 248. A firm's ability to learn is known as itsA. competitive position.B. competitive advantage.C. distinctive competence.D. absorptive capacity.Answer: D Page: 283Difficulty: Moderate Chapter Objective: 249. In one study almost ______ percent of the managers in entrepreneurial firms feltunfairly exploited by their large-firm alliance partners.A. 80B. 20C. 50D. 10Answer: A Page: 283Difficulty: Hard Chapter Objective: 250. ________ exists when firms directly communicate with each other to coordinatetheir levels of production and/or their prices.A. Economies of scaleB. Explicit collusionC. A learning raceD. Tacit collusionAnswer: B Page: 285Difficulty: Moderate Chapter Objective: 251. _________ exists when firms coordinate their production and pricing decisions, notby directly communicating with each other, but by exchanging signals with other firms about their intent to cooperate.A. Economies of scaleB. Explicit collusionC. A learning raceD. Tacit collusionAnswer: D Page: 285Difficulty: Moderate Chapter Objective: 252. Strategic alliances are particularly valuable in facilitating market entry and exitwhen the value of market entry or exit isA. high.B. low.C. moderate.D. uncertain.Answer: D Page: 285Difficulty: Moderate Chapter Objective: 253. Although joint ventures between firms in the same industry _________ collusiveimplications, research has shown that these kinds of joint ventures are ________.A. may have; relatively rareB. are not likely to have; relatively rareC. may have; relatively commonD. are not likely to have; relatively commonAnswer: A Page: 286Difficulty: Hard Chapter Objective: 254. As long as the cost of _________ to enter a new industry less than the cost of_________, an alliance can be a valuable strategic opportunity.A. vertically integrating; learning new skills and capabilitiesB. learning new skills and capabilities; using an allianceC. using an alliance; learning new skills and capabilitiesD. learning new skills and capabilities; vertically integratingAnswer: C Page:286Difficulty: Moderate Chapter Objective: 2 55. Consistent with a real options perspective, firms in new and uncertainenvironments are likely toA. avoid using strategic alliances.B. develop numerous strategic alliances.C. develop few strategic alliances.D. engage in vertical integration.Answer: B Page: 288Difficulty: Moderate Chapter Objective: 256. Research shows that as many as ________ of all strategic alliances do not meet theexpectations of at least one alliance partner.A. one-thirdB. five-eighthsC. one-halfD. two-thirdsAnswer: A Page: 288Difficulty: Moderate Chapter Objective: 357. If TeleCo was to enter into a strategic alliance with a partner that promised it coulddeliver a high quality wireless infrastructure, when in fact the potential partner had neither the skills or abilities to provide this infrastructure, TeleCo could be said to be impacted byA. moral hazard.B. adverse selection.C. holdup.D. tacit collusion.Answer: B Page: 288Difficulty: Moderate Chapter Objective: 358. Adverse selection in a strategic alliance is likely only whenA. it is difficult or costly to observe the resources or capabilities that a partner bringsto an alliance.B. a potential partner can easily see the resources and capabilities that a firm isbringing to an alliance.C. it is difficult or costly to know how competitors will react to the strategic alliance.D. there are significant transaction-specific assets devoted to the alliance.Answer: A Page: 289Difficulty: Moderate Chapter Objective: 359. In general, the ________ tangible the resources and capabilities that are to bebrought to a strategy alliance, the ______ costly it will be to estimate their value before an alliance is created, and the ________ likely it is that adverse selectionwill occur.A. more; more; moreB. less; more; lessC. less; more; moreD. more; more; lessAnswer: C Page: 289Difficulty: Hard Chapter Objective: 360. _________ occurs when partners in an alliance possess high-quality resources andcapabilities of significant value in an alliance, but fail to make those resources and capabilities available to alliance partners.A. Moral hazardB. Adverse selectionC. HoldupD. Explicit collusionAnswer: A Page: 289Difficulty: Moderate Chapter Objective: 361. Often both parties in a failed alliance accuse each other ofA. adverse selection.B. tacit collusion.C. moral hazard.D. holdup.Answer: C Page: 289Difficulty: Moderate Chapter Objective: 362. When one firm makes more transaction-specific investments in a strategic alliancethan partner firms make, that firm may be subject to a form of cheating called_______ that occurs when a firm that has not made significant transaction-specific investments demands returns from an alliance that are higher than what the partners agreed to when they created the alliance.A. adverse selectionB. holdupC. moral hazardD. noncomplianceAnswer: B Page: 291Difficulty: Moderate Chapter Objective: 363. Research suggests that __________ are the type of alliance where existence oftransaction-specific investments often leads to holdup problemsA. licensing agreementsB. equity alliancesC. joint venturesD. distribution agreementsAnswer: C Page: 291Difficulty: Hard Chapter Objective: 364. The rarity of strategic alliancesA. depends solely on the number of competing firms that have already implementedan alliance.B. depends solely on whether or not the benefits that firms obtain from their alliancesare not common across firms in the industry.C. depend not only on the number of competing firms that have already implementedan alliance but also on whether or not the benefits that firms obtain from theiralliances are not common across competing firms in the industry.D. depends solely on the number of substitutes available for alliances.Answer: C Page: 292Difficulty: Moderate Chapter Objective: 465. One of the reasons why the benefits that accrue from a particular strategic alliancemay be rare is thatA. relatively few firms may have the complementary resources and abilities needed toform an alliance.B. there is a relatively large number of alliance partners available.C. relatively many firms may have the complementary resources and abilities neededto form an allianceD. there may be a relatively low amount of transaction-specific assets to enter intosimilar alliances.Answer: A Page: 294Difficulty: Moderate Chapter Objective: 466. Research indicates that the most common reason that alliances fail to meet theexpectations of partner firms isA. the lack of financial resources.B. the necessity of transaction-specific investments.C. the lack of transaction-specific investments.D. the partners’ inability to trust one another.Answer: D Page: 294Difficulty: Moderate Chapter Objective: 467. To the extent that a strategic alliance is based on ________ relations it will makethe alliances costly to imitate.A. socially complexB. tacit collusionC. explicit collusionD. moral hazardAnswer: A Page: 294Difficulty: Moderate Chapter Objective: 468. Two possible substitutes for strategic alliances includeA. going it alone and tacit collision.B. going it alone and acquisitions.C. acquisitions and explicit collusion.D. explicit collusion and tacit collusion.Answer: B Page: 294Difficulty: Moderate Chapter Objective: 569. Firms _________ when they attempt to develop all the resources and capabilitiesthey need to exploit market opportunities and neutralize market threats bythemselves.A. engage in tacit collusionB. form joint venturesC. go it aloneD. engage in explicit collusionAnswer: C Page: 295Difficulty: Moderate Chapter Objective: 570. Alliances will be preferred to going it alone whenA. the level of transaction-specific investments required to complete an exchange islow.B. there are no transaction-specific investments required to complete an exchange islow.C. when there is low uncertainty about the future value of an exchange.D. the level of transaction-specific investments required to complete an exchange ismoderate.Answer: D Page: 295Difficulty: Moderate Chapter Objective: 571. __________ theory suggests that under conditions of high uncertainty, firms maybe unwilling to commit to a particular course of action by engaging in an exchange with a firm and will choose, instead, the strategic flexibility associated withalliances.A. CapabilitiesB. Real optionsC. Transaction cost economicsD. Resource basedAnswer: B Page: 296Difficulty: Moderate Chapter Objective: 572. Alliances will be preferred to acquisitions whenA. alliances limit a firm's flexibility under conditions of high uncertainty.B. there is minimal unwanted organizational "baggage" in an acquired firm.C. there are legal constraints on acquisitions.D. the value of a firm's resources and capabilities does not depend on itsindependence.Answer: C Page: 296Difficulty: Moderate Chapter Objective: 573. An example of a contractual clause that deals with operating issues would be aA. noncompete clause.B. minority protection clause.C. put options clause.D. termination clause.Answer: A Page: 299Difficulty: Hard Chapter Objective: 674. All of the following are methods firms can use to reduce the threat of cheating instrategic alliances exceptA. contracts.B. equity investments.C. joint venturesD. tacit collusion.Answer: D Page: 300Difficulty: Moderate Chapter Objective: 675. Which of the following is a limitation of the reputational control of cheating in astrategic alliance?A. Subtle cheating in an alliance is likely to become public knowledge.B. Even if one firm is clearly cheating in an alliance, the other firm may not besufficiently tied into a network of firms to make this information public.C. The effect of a tarnished reputation forecloses future opportunities for a firm and ithelps reduce the current loses of the firm that was cheated.D. The reputation of the firm that was impacted by the cheating may be impacted assignificantly as the firm that committed the cheating.Answer: B Page: 301Difficulty: Moderate Chapter Objective: 676. When the probability of cheating in a cooperative relationship is greatest a(n)_________ is the preferred form of cooperation.A. equity agreementB. licensing agreementC. joint ventureD. distribution agreementAnswer: C Page: 301Difficulty: Moderate Chapter Objective: 677. ________ may enable partners to explore exchange opportunities that they couldnot explore if only legal and economic organizing mechanisms were in place.A. TrustB. Joint venturesC. Reputational effectsD. Equity investmentsAnswer: A Page: 302Difficulty: Moderate Chapter Objective: 678. While it is often the case that there will be important information asymmetriesbetween firms in an alliance, these asymmetries are likely to be ________ when alliances partners come from different countries.A. much lessB. about the same asC. much greaterD. marginally greaterAnswer: C Page: 303Difficulty: Moderate Chapter Objective: 779. As firms begin to explore international operations they generally begin to do so byA. using licensing agreements.B. importing or exporting.C. undertaking an equity investment.D. forming a joint venture.Answer: B Page: 304Difficulty: Moderate Chapter Objective: 780. The last step in exploiting international opportunities is oftenA. importing or exporting.B. forming a nonequity alliance.C. forming a joint venture.D. vertical integration in international operations.Answer: D Page: 304Difficulty: Moderate Chapter Objective: 7eBay the online auction company has an impressive portfolio of cooperative agreements. This portfolio includes an agreement with the U.S. Postal Service to facilitate the shipping of goods purchased through eBay auctions, an agreement to allow MBNA to use eBay's name on a credit card, an agreement in an online auction company in Korea that is supplemented with an investment by eBay in the Korean partner, and at one time eBay had formed an independent firm, called eBay Australia and New Zealand, with an Australian company known as ecorp.81. eBay's agreement with the U.S. Postal Service is most accurately classified as a(n)A. joint venture.B. equity agreement.C. licensing agreement.D. nonequity agreement.Answer: D Page: 278Difficulty: Moderate Chapter Objective: 182. eBay's agreement with MBNA is most accurately characterized as a(n)A. supply agreement.B. licensing agreement.C. equity alliance.D. joint venture.Answer: B Page: 278Difficulty: Moderate Chapter Objective: 183. eBay's agreement with the Korean online auction company is best characterized asa(n)A. licensing agreement.B. joint venture.C. equity alliance.D. distribution agreement.Answer: C Page: 278Difficulty: Moderate Chapter Objective: 184. eBay's former agreement with ecorp is best characterized as a(n)A. joint venture.B. equity alliance.C. licensing agreement.D. nonequity alliance.Answer: A Page: 279Difficulty: Moderate Chapter Objective: 185. If eBay's agreements with their Korean and Australian partners were intended toincrease the number of buyers and sellers and thereby increase the value of eBay's online auction services for every eBay user, this would imply that the onlineauction industry is an example of a _________ industry.A. decliningB. networkC. commodityD. matureAnswer: B Page: 281Difficulty: Moderate Chapter Objective: 286. If eBay entered the cooperative with its Australian partner for the purpose of testingthe attractiveness of the Australian and New Zealand auction industries prior tomaking a more significant investment in these industries, this would be an example ofA. transaction cost economics.B. tacit collusion.C. explicit collusion.D. real options.Answer: D Page: 287Difficulty: Hard Chapter Objective: 287. If, prior to entering the cooperative agreement with eBay, eBay's Korean partnerstated that it had the technological capabilities to facilitate eBay's Korean auction business when, in fact, the Korean company did not have these capabilities thiswould be an example ofA. adverse selection.B. explicit collusion.C. moral hazard.D. holdup.Answer: A Page: 288Difficulty: Moderate Chapter Objective: 388. If eBay's Australian partner agreed to provide marketing and technological skills tohelp eBay compete in the Australian and New Zealand auction industries butprovided skills that were significantly lower than promised this would be anexample ofA. holdup.B. moral hazard.C. averse selection.D. tacit collusion.Answer: B Page: 289Difficulty: Moderate Chapter Objective: 3。
APS专业单词汇总

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设计费Design Fee12 标准Standard13 德国工业标准Deutsche Industrie Normen1 工业工程学Industrial Engineering2 工业心理学Industrial Psychology3 科学管理法Scientific Management4 生产管理Production Control5 质量管理Quality Control6 系统工程System Engineering7 批量生产Mass Production8 流水作业Conveyer System9 互换式生产方式Interchangeable Produsction Method10 标准化Standardization11 自动化Automation12 市场调查Market Research13 商品化计划Merchandising14 产品开发Product Developement15 产品改型Model Change16 产品测试Product Testing17 产品成本Product Cost18 营销学Marketing德育Gemeinshaftskunde形势与政策Gesellschaftslage und Politik公益劳动Arbeit fuer GemeinW ohl平面构成Flaechebildung心理保健Psychische Pflege军训Militaerisches Training立体构成Raumbildung装饰基础Grundlage der Dekoration美学Aesthetik文字设计Entwurf des Zeichens马列主义原理Grundsaetzliche Theorien des Kommunismus und Lennismus人体工学Konstruktion gemaess des menschlichen Koerpers环境设施设计Entwurf der Umweltinfrastruktur 材料Material 模型Modell平面构成Zweidimensionale Bildung立体构成Dreidimensionale Bildung色彩构成Farbenbildung空间构成Raumbildung计算机辅助设计Konstruktion mit der Hilfe von Computer设计心理学Konstruktionspsychologie市场调查Marktuntersuchung产品改型Gestaltungsaenderung der Produkte产品形象Produktionsimage德国工业标准Maßstäbe der deutschen Industrie产品设计Produktionsentwurf人机工程Mensch-Maschine Ingenieurwissenschaft 设计草图Konstruktionsentwurf基础素描Zeichnensgrundlagen草图基础Darstellungsgrundlagen计算机辅助工业设计CAD computer aid design效果图darstellungstechnik视觉传达Visuelle Kommunikation行为艺术Performance Art美学概论Grundriss der Ästhetik平面构成Plankonstruktion法律基础Grundlage des Recchts中外美术史Geschichte der chinesischen und auslandischen bildenden Kunst字体设计与编排Design der Schriftart und Layout 色彩写生Fareskizze nach der Natur摄影基础Grundlage der Photographie色彩构成FabekonstruktionWEB网页设计基础Grundlage des W ebsitesdesign广告学W erbungstheorie立体构成Dreidimensionale Konstruktion平面广告设计W erbungsdesign包装设计V erpckungsdesign毕业采风Kunstpraxis插画Abbildungen装置艺术Installation Art1 设计Desgin2 现代设计Modern Desgign3 工艺美术设计Craft Design4 工业设计Industrial Design7 产品设计Product Design8 环境设计Environmental Design9 商业设计Comercial Design10 建筑设计Architectural11 一维设计One-dimension Design12 二维设计Tow-dimension Design13 三维设计Three-dimension Design14 四维设计Four-dimension Design16 家具设计Furniture Design17 玩具设计Toy Design18 室内设计Interior Design19 服装设计Costume Design20 包装设计ackaging Design21 展示设计Display Design23 生活环境Living Environment27 设计方法论Design Methodology28 设计语言Design Language29 设计条件Design Condition30 结构设计Structure Design31 形式设计Form Design32 设计过程Design Process50 功能Function51 独创性Originality52 创造力Creative Power54 创造性思维Creating Thinking55 广义工业设计Genealized Industrial Design56 狭义工业设计Narrow Industrial Design 57传播设计Communication Design58 建筑设计Architectural59装饰、装潢Decoration60 城市规划Urban Desgin61 生活环境Living Environment62 都市景观Townscape63 田园都市Gardon City64 办公室风致Office Landscape65 构思设计 Concept Design66 量产设计,工艺设计 Technological Design67 改型设计 Model Change68 设计调查Design Survey69 事前调查Prior Survey 70 动态调查Dynamic Survey71 超小型设计 Compact type72 袖珍型设计 Pocktable Type73 便携型设计 Protable type74 收纳型设计 Selfcontainning Design75 装配式设计 Knock Down Type76 集约化设计 Stacking Type77 成套化设计 Set (Design)78 家族化设计 Family (Design)79 系列化设计 Series (Design)80 组合式设计 Unit Design81 仿生设计 Bionics Design82 外装Facing83 创造性思维Creating Thinking84 等价变换思维Equivalent Transformationn Thought85 集体创造性思维法Brain Storming86设计决策(Design) Decision Making87 功能分化Functional Differentiation88 功能分析Functional Analysis89 生命周期Life Cycle90 照明设计 Illumination Design1 色Color2 光谱Spectrum3 物体色Object Color4 固有色Propor Color5 色料Coloring Material6 色觉三色学说Three-Component Theary7 心理纯色Unique Color8 拮抗色学说Opponent Color Theory9 色觉的阶段模型Stage Model of the Color Perception10 色彩混合Color Mixing11 基本感觉曲线Trisimulus V alus Curves12 牛顿色环Newton's Color Cycle13 色矢量Color V ector14 三原色Three Primary Colors15 色空间Color Space16 色三角形Color Triangle17 测色Colourimetry18 色度Chromaticity19 XYZ表色系XYZ Color System20 实色与虚色Real Color and Imaginary Color21 色等式Color Equation22 等色实验Color Matching Experiment23 色温Color T emperature24 色问轨迹Color T emperature Locus25 色彩三属性Three Attribtes and Color26 色相Hue27 色相环Color Cycle28 明度V alve29 彩度Chroma30 环境色Environmetal Color31 有彩色Chromatic Color32 无彩色Achromatic Colors33 明色Light Color34 暗色Dark Color35 中明色Middle Light Color36 清色Clear Color37 浊色Dull Color38 补色Complementary Color39 类似色Analogous Color40 一次色Primary Color41 二次色Secondary Color42 色立体Color Solid43 色票Color Sample44 孟塞尔表色系Munsell's Color System45 奥斯特瓦德表色系Ostwald's Color System46 日本色研色体系Practical Color Co-ordinate System47 色彩工程Color Engineering48 色彩管理Color Control49 色彩再现Color Reproduction50 等色操作Color Matching51 色彩的可视度Visibility Color52 色彩恒常性Color Constancy53 色彩的对比Color Contrast54 色彩的同化Color Assimilation55 色彩的共感性Color Synesthesia56 暖色与冷色W arm Color and Cold Color57 前进色与后退色Advancing Color Receding Color58 膨胀色与收缩色Expansive Color and Contractile Color59 重色与轻色Heavy Color and Light Color60 色价V aleur61 色调Color Tone 62 暗调Shade63 明调Tint64 中间调Halftone65 表面色Surface Color66 平面色Film Color67 色彩调和Color Harmony68 配色Color Combination69 孟塞尔色彩调和Munsell's Color Harmony70 奥斯特瓦德色彩调和Ostwald's Color Harmony1 传播Communication2 大众传播Mass Communication3 媒体Media4 大众传播媒体Mass Media5 视觉传播Visual Communication6 听觉传播Hearing Communication7 信息Information8 符号Sign9 视觉符号Visual Sign10 图形符号Graphic Symbol12 象征Symbol13 象征标志Symbol Mark14 音响设计Acoustic Design15 听觉设计Auditory Design16 听觉传播设计Auditory Communication Design17 图象设计Visual Communication Design18 视觉设计Visual Design19 视觉传播设计Visual Communication Design20 图形设计Graphic Desig21 编辑设计Editorial Design22 版面设计Layout23 字体设计Lettering25 宣传Propaganda26 广告Advertising38 招贴画海报Poster39 招牌Sign-board46 展示Display47 橱窗展示Window Display48 展示柜Cabinet49 博览会Exposition51 包装Packaging52 工业包装Industrial Packing56 动画Animation57 插图Illustration58 书法Calligraphy59 印刷Initial60 设计费design fee61 标准standard1 美Beauty2 现实美Acture Beauty3 自然美Natural Beauty4 社会美Social Beauty5 艺术美Artisitc Beauty6 内容与形式Content and Form7 形式美Formal Beauty8 形式原理Principles and Form9 技术美Beauty of T echnology10 机械美Beauty of Machine12 材料美Beauty of Material13 美学Aesthetics14 技术美学Technology Aesthetics15 设计美学Design Aesthetics16 生产美学PAroduction Aesthetics17 商品美学Commodity Aedthetics18 艺术Art19 造型艺术Plastic Arts20 表演艺术Performance Art21 语言艺术Linguistic Art22 综合艺术Synthetic Arts23 实用艺术Practical Art24 时间艺术Time Art25 空间艺术Spatial Art26 时空艺术Time and Spatial Art27 一维艺术One Dimantional28 二维艺术two Dimantional29 三维艺术Three Dimantional30 四维艺术Four Dimantional31 舞台艺术Stagecraft32 影视艺术Arts of Mmovie and Television33 环境艺术Environmental Art34 美术Fine Arts35 戏剧Drama36 文学Literature37 意匠Idea38 图案Pattern 39 构思Conception40 构图Composition41 造型Formation42 再现Representation43 表现Expression44 构成Composition45 平面构成Tow Dimentional Composition46 立体构成Three Dimentional Composition47 色彩构成Color Composition48 空间构成Composition of Space49 音响构成Composition and Sound50 多样与统一Unity of Multiplicity51 平衡Balance52 对称Symmetry53 调和、和声Harmony54 对比Contrast55 类似Similarity56 比例Proportion57 黄金分割Golden Section58 节奏Rhythm59 旋律Melody60 调子Tone61 变奏V ariation62 纹样Pattern63 形态Form64 有机形态Organic Form65 抽象形态Abstract Form66 简化形态Simptified Form67 变形Deformation68 图学Graphics69 透视画法Perspective80 平面视图Ground Plain82 设计素描Design Sketch83 预想图Rendering84 模型Model92 计算机图形学Computer Graphics95 计算机辅助设计COMPUTER AIDED DESIGN96 计算机辅助制造Computer Aided Manufacture97 计算机三维动画Computer Three Dimentional Animation98 计算机艺术Computer Arts100 计算机图象处理Computer Image Processing1 人类工程学Human Engineering2 人机工程学Man-Machine Engineering3 工效学Ergonomice4 人因工程学Human Factors Engineering5 人因要素Human Factors6 人机系统Man-Machine System7 人体工程学Human Engineering11 感觉Sensation12 知觉Perception15 视觉Visual Perception16 视觉通道Visual Pathway17 听觉Hearing Perception18 肤觉Skin Sensation19 视觉心理学Visual Psychology20 听觉心理学Hearing Psychology27 主观轮廓Subjictive Contour28 图形与背景Figure and Ground29 图形与背景逆转Reversible Figure36 空间知觉Space Perception37 立体视Stereopsis38 运动知觉Movement Perception39 视错觉Optical Illusion40 残像After Image41 似动Apparent Movement45 听觉刺激Auditory Stimulus46 声压Sound Pressure48 频谱Spectrum50 噪声Noise69 人体尺寸Humanlady Size70 作业空间W ork Space88 形态学Morphology89 仿生学Bionics90 人、环境系统Man-Environment System91 照明Hlumination92 振动Oscillate93 气候Climate设计师人名1-贝伦斯(Peter Behrens, 1868-1940)2-格罗披乌斯(W alter Gropius, 1883-1969)3-米斯(Ludwig Mies van der Rohe, 1886-1969)4-纳吉(Laszlo Moholy-Nagy, 1895-1946)5-布劳耶(Marcel Breuer, 1902-1981)6-华根菲尔德(Wilhelm W agenfeld, 1900-1990)7-布兰德(Marianne Brandt, 1893-1983)8-波尔舍(Ferdinand Alexander Porsche, 1875- 9-科拉尼(Luigi Colani, 1926- )10-拉姆斯(Dieter Rams, 1932- )11-艾斯林格(Hartmut Esslinger, 1944- )12-里特维尔德(Gerrit Rietveld, 1888-1964)13-提革(W alter Darwin T eaque,1883-1960)14-罗维(Raymond Loeway,1889~1986)15-德雷夫斯(Henry Dreyfess,1903-1972)16-沙里宁(Eero Saarinen,1910-1961)17-格雷夫斯(Michael Graves,1934 - )18-伊姆斯(Charles Eames,1907-1978)19-文丘里(Robert V enturi,1925- )20-赖特(Frank Lioyd Wright, 1869~1959)21-厄尔(Harley Earl,1893-1969)22-兰德(Paul Rand,1914-1996)23-贝聿铭(Pei Ieoh Ming ,1917-)24-盖里(Frank Gehry ,1947-)25-索特萨斯(Ettore Sottsass, 1917- )26-戈地(Antoni Gaudi, 1852-1926)27-庞蒂(Gio Ponti,1892-1979)28-塔特林(Vladimir Tatlin,1885-1953)29-康定斯基(W assily Kandinsky,1866-1944)30-柳宗理(1915-)31-五十岚威畅(Takenobu Igarashi,1944-)32-荣久庵宪司(Kenji Ekuan,1929-)33-福田繁雄(Shigeo Fukuda,1932-)34-乔治阿罗(Giorgio Giugiaro,1938-)35-罗西(Aldo Rossi,1931-1997)36-伊斯戈尼斯(Alec Issigonis,1906-1988)37-戴森(James Dyson,1947-)38-伊维(Jonathan Ive, 1967-)39-科伦波(Joe Colombo,1930-1971)40-尼佐里(Macello Nizzoli,1887-1969)41平尼法尼那(Pininfarina,1893-1966)42-威尔德(Henry V an de V elde,1863~1957)43-汉宁森(Poul Henningsen, 1894~1967)44-维纳(Hans W egner ,1914~ )45-沙逊(Sixten Sason,1912~1967)46-雅各布森(Arne Jacobsen, 1902~1971 )47-彦森(Jacob Jensen ,1926~ )48-潘顿(V erner Panton,1926-1998)49-阿尔托(Alvar Aalto,1898-1976)50-威卡拉(Tapio Wirkkala ,1915~1985)25 莫里斯Willian Morris (1834-1896E)26 奥斯特瓦德Wilhelm Friedrich Ostwald(1853-1932G)27 孟赛尔Albert F.Munsell (1858-1918A)28 凡.德.维尔德Henry V ande V elde (1863-1957)29 莱特Lloyd Wright (1867-1959A)30 贝伦斯Peter Behrens(1868-1940G)31 霍夫曼Joseph Hoffmann(1870-1956)32 皮克Frank Pick(1878-1941)33 维斯宁兄弟Alexander Leonid and Victor V esnin35 蒂格W alter Dorwin T eague36 利奇Bernard Leach37 勒.柯不西埃Le Corbusier(法)38 伊顿Johennes Itten40 庞蒂Gio Ponti41 拉塞尔Gordon Russel42 格迪斯Norman Bel Geddes43 洛伊Raymond Fermam44 里德Herbert Read45 莫荷利.纳吉Laszlo Moholy Nagy46 凡.多伦Harold V an Doren48 拜耶Herbert Bayer49 卡桑德拉 A.M.Cassandre50 佩夫斯纳Nikolans51 布劳耶尔Marcel Breuer52 佩里安Charlotte Perriand53 德雷夫斯Henry Dreyfuss54 迪奥Christian Dior55 鲍登Edward Bawden56 贾戈萨Dante Giacosa57 伊姆斯Charles Eames58冈特兰堡Gunter Ram bow59西摩·切瓦斯特Seymour Chwast60扎哈·哈迪德Zaha Hadid61三宅一生Issey Miyake62原研哉Kenyahara63川久保玲Rei Kawakubo64安藤忠雄Tadao Ando65包豪斯Bauhaus66菲力浦·斯达克phlllipe starck67路易斯·康福特·蒂法尼Louis Comfort Tiffany 1 学院派Academicism2 理性主义Rationalism3 非理性主义Irrationalism4 古典主义Classicism5 浪漫主义Romanticism6 现实主义Realism7 印象主义Impressionism8 后印象主义Postimpressionism9 新印象主义Neo-Impressionisme(法)10 那比派The Nabject11 表现主义Expressionism12 象征主义Symbolism13 野兽主义Fauvism14 立体主义Cubism15 未来主义Futurism16 奥弗斯主义Orphism17 达达主义Dadaisme(法)18 超现实主义Surrealism19 纯粹主义Purism20 抽象艺术Abstract Art21 绝对主义,至上主义Suprematism22 新造型主义Neo-plasticisme(法)23 风格派De Stiji24 青骑士Der Blaus Reiter25 抒情抽象主义L yric Abstractionism26 抽象表现主义Abstract Expressionism27 行动绘画Action Painting28 塔希主义Tachisme(法)29 视幻艺术Op Art30 活动艺术、机动艺术Kinetic Art31 极少主义Minimalism32 概念主义Conceptualism33 波普艺术Pop Art34 芬克艺术、恐怖艺术Funk Art35 超级写实主义Super Realism36 人体艺术Body Art37 芝加哥学派Chicago School38 艺术与手工艺运动The Arts & Crafts Movement39 新艺术运动Art Nouveau40 分离派Secession41 构成主义Constructivism42 现代主义Modernism43 包豪斯Bauhaus44 阿姆斯特丹学派Amsterdam School45 功能主义Functionalism46 装饰艺术风格Art Deco(法)47 国际风格International Style48 流线型风格Streamlined Forms49 雅典宪章Athens Charter50 马丘比丘宪章Charter of Machupicchu51 斯堪的纳维亚风格Scandinavia Style52 新巴洛克风格New Baroque53 后现代主义Postmodernism54 曼菲斯Memphis55 高技风格High Tech56 解构主义Deconstructivism57 手工艺复兴Crafts Revival58 准高技风格Trans High T ech59 建筑风格Architecture60 微建筑风格Micro-Architecture61 微电子风格Micro-Electronics62 晚期现代主义Late M材料与加工成型技术1 材料Material2 材料规划Material Planning3 材料评价Material Appraisal4 金属材料Metal Materials5 无机材料Inorganic Materials6 有机材料Organic Materials7 复合材料Composite Materials8 天然材料Natural Materials9 加工材料Processing Materials10 人造材料Artificial Materials11 黑色金属Ferrous Metal12 有色金属Nonferrous Metal13 轻金属材料Light Metal Materials20 陶瓷Ceramics21 水泥Cement22 搪瓷、珐琅Enamel23 玻璃Glass24 微晶玻璃Glass Ceramics25 钢化玻璃Tuflite Glass26 感光玻璃Photosensitive Glass27 纤维玻璃Glass Fiber28 耐热玻璃Hear Resisting Glass 29 塑料Plastics30 通用塑料Wide Plastics31 工程塑料Engineering Plastics34 橡胶Rubber35 粘接剂Adhesives36 涂料Paints37 树脂Resin59 ABS树脂Acrylonitrile Butadiene Styrene Redin60 感光树脂Photosensition Plastics61 纤维强化树脂Fiber Reinforced Plastic62 印刷油墨Printing Ink63 印刷用纸Printing Paper64 铜板纸Art Paper65 木材W ood66 竹材Bamboo67 树脂装饰板Decorative Sheet68 蜂窝机制板Honey Comb Core Panel69 胶合板V eneer70 曲木Bent W ood71 浸蜡纸W axed Paper72 青铜Bronge73 薄壳结构Shell Construction74 技术T echnic75 工具Tool76 金工Metal W ork77 铸造Casting78 切削加工Cutting79 压力加工Plastic W orking81 焊接W elding82 板金工Sheetmetal W oek83 马赛克Mosaic101 粘接与剥离Adhesion and Excoriation102 木材工艺W oodcraft103 竹材工艺Bamboo W ork104 表面技术Surface Technology105 镀饰Plating106 涂饰Coating107 电化铝Alumite108 烫金Hot Stamping112 金属模具Mold113 型板造型Modeling of T eplate114 染料Dyestuff115 颜料Artist Color1 维也纳工厂Wiener W erksttate2 德意志制造联盟Der Deutsche W erkbund3 克兰布鲁克学院The Cranbrook Academy4 国际现代建筑会议Congres Internationaux D'Architecture Moderne5 现代艺术馆Museum Of Modern Art6 芝加哥设计学院Chicago Institute of Design7 英国工业设计委员会Council of Industrial Design8 设计委员会The Desgin Council9 国际建筑师协会Union Internationale des Architects10 设计研究组织Design Research Unit11 日本工业设计师协会Japan Industrial Desginers Association12 日本设计学会Japanese Society for Science of Design13 乌尔姆造型学院Ulm Hochschule fur Gestallung14 国际设计协会联合会International Council of Societies Industrial Desgin15 国际工业设计会议International Design Congress ,ICSID Congress16 国际设计师联盟Allied International Designers17 国际室内设计师联合会International Federation of Interior Designers18 国际图形设计协会International Graphic Desgin Associations。
管理会计(英文版)课后习题答案(高等教育出版社)chapter 9

CHAPTER 9STANDARD COSTING:A MANAGERIAL CONTROL TOOL QUESTIONS FOR WRITING AND DISCUSSION1.Standard costs are essentially budgetedamounts on a per-unit basis. Unit standardsserve as inputs in building budgets.2.Unit standards are used to build flexiblebudgets. Unit standards for variable costsare the variable cost component of a flexiblebudgeting formula.3.The quantity decision is determining howmuch input should be used per unit of out-put. The pricing decision determines howmuch should be paid for the quantity of inputused.4.Historical experience is often a poor choicefor establishing standards because the his-torical amounts may include more inefficien-cy than is desired.5.Engineering studies can serve as importantinput to standard setting. Many feel that thisapproach by itself may produce standardsthat are too rigorous.6.Ideal standards are perfection standards,representing the best possible outcomes.Currently attainable standards are standardsthat are challenging but allow some waste.Currently attainable standards are oftenchosen because many feel they tend to mo-tivate rather than frustrate.7.Standard costing systems improve planningand control and facilitate product costing. 8.By identifying standards and assessing devi-ations from the standards, managers can lo-cate areas where change or corrective be-havior is needed.9.Actual costing assigns actual manufacturingcosts to products. Normal costing assignsactual prime costs and estimated overheadcosts to products. Standard costing assignsestimated manufacturing costs to products.10. A standard cost sheet presents the standardamount of and price for each input and usesthis information to calculate the unit standardcost. 11.Managers generally tend to have more con-trol over the quantity of an input used ratherthan the price paid per unit of input.12. A standard cost variance should be investi-gated if the variance is material and if thebenefit of investigating and correcting thedeviation is greater than the cost.13.Control limits indicate how large a variancemust be before it is judged to be materialand the process is out of control. Control lim-its are usually set by judgment although sta-tistical approaches are occasionally used. 14.The materials price variance is often com-puted at the point of purchase rather than is-suance because it provides control informa-tion sooner.15.Disagree. A materials usage variance canbe caused by factors beyond the control ofthe production manager, e.g., purchase of alower-quality material than normal.16.Disagree. Using higher-priced workers toperform lower-skilled tasks is an example ofan event that will create a rate variance thatis controllable.17.Some possible causes of an unfavorablelabor efficiency variance are inefficient labor,machine downtime, and poor quality mate-rials.18.Part of a variable overhead spending va-riance can be caused by inefficient use ofoverhead resources.19.Agree. This variance, assuming that variableoverhead costs increase as labor usage in-creases, is caused by the efficiency or ineffi-ciency of labor usage.20.Fixed overhead costs are either committedor discretionary. The committed costs willnot differ by their very nature. Discretionarycosts can vary, but the level the companywants to spend on these items is decided atthe beginning and usually will be met unlessthere is a conscious decision to change thepredetermined levels.21.The volume variance is caused by the actualvolume differing from the expected volumeused to compute the predetermined stan-dard fixed overhead rate. If the actual vo-lume is different from the expected, then thecompany has either lost or earned a contri-bution margin. The volume variance signalsthis outcome, and if the variance is large,then the loss or gain is large since the vo-lume variance understates the effect.22.The spending variance is more important.This variance is computed by comparing ac-tual expenditures with budgeted expendi-tures. The volume variance simply tellswhether the actual volume is different fromthe expected volume.EXERCISES 9–11. d2. e3. d4. c5. e6. a9–21. a. The operating personnel of each cost center should be involved in settingstandards. They are the primary source for quantity information. The mate-rials manager and purchasing manager are a source of information for ma-terial prices, and personnel are knowledgeable on wage information. The Accounting Department should be involved in overhead standards and should provide information about past prices and usage. Finally, if infor-mation about absolute efficiency is desired, industrial engineers can pro-vide important input.b. Standards should be attainable; they should include an allowance forwaste, breakdowns, etc. Market prices for materials as well as labor (un-ions) should be a consideration for setting standards. Labor prices should include fringe benefits, and material prices should include freight, taxes, etc.2. In principle, before formal responsibility is assigned, the causes of the va-riances must be known. To be responsible, a manager must have the ability to control or influence the variance. The following assignments of responsi-bility are general in nature and have exceptions:MPV: Purchasing managerMUV: Production managerLRV: Production managerLEV: Production managerOH variances: Departmental managers1. SH = 0.8 ⨯ 95,000 = 76,000 hours2. SQ = 5 ⨯ 95,000 = 475,000 components9–41. MPV = (AP – SP)AQ= ($0.03 – $0.032)6,420,000 = $12,840 FMUV = (AQ – SQ)SP= (6,420,000 – 6,400,000)$0.032 = $640 U2. LRV = (AR – SR)AH= ($12.50 – $12.00)2,000 = $1,000 UL EV = (AH – SH)SR= (2,000 – 1,850)$12.00 = $1,800 U9–51. Variable overhead analysis:Actual VOH Budgeted VOH Applied VOH2. Fixed overhead analysis:Actual FOH Budgeted FOH Applied FOH1. Materials: $60 ⨯ 20,000 = $1,200,000L abor: $21 ⨯ 20,000 = $420,0002. Budgeted Cost VarianceMaterials $1,215,120 $1,200,000 $ 15,120 U Labor 390,000 420,000 30,000 F *$122,000 ⨯ $9.96; 31,200 ⨯ $12.503. MPV = (AP – SP)AQ= ($9.96 – $10)122,000 = $4,880 FMUV = (AQ – SQ)SP= (122,000 – 120,000)$10 = $20,000 UAP ⨯ AQ SP ⨯ AQ SP ⨯ SQ4. LRV = (AR – SR)AH= ($12.50 – $14)31,200 = $46,800 FLEV = (AH – SH)SR= (31,200 – 30,000)$14 = $16,800 UAR ⨯ AH SR ⨯ AH SR ⨯ SH1. MPV = (AP – SP)AQ= ($8.35 – $8.25)114,000 = $11,400 UMUV = (AQ – SQ)SP= (112,500 – 115,200)$8.25 = $22,275 F(A three-pronged variance diagram is not shown because MPV is for mate-rials purchased and not materials used.)2. LRV = (AR – SR)AH= ($9.80 – $9.65)37,560 = $5,634 UNote: AR = $368,088/37,560LEV = (AH – SH)SR= (37,560 – 38,400)$9.65 = $8,106 FAR ⨯ AH SR ⨯ AH SR ⨯ SH3. Materials Inventory ................................... 940,500M PV ............................................................ 11,400Accounts Payable ............................... 951,900Work in Process ....................................... 950,400MUV ...................................................... 22,275Materials Inventory .............................. 928,125Work in Process ....................................... 370,560LRV ............................................................ 5,634LEV ....................................................... 8,106Accrued Payroll ................................... 368,0881. Fixed overhead rate = $0.55/(1/2 hr. per unit) = $1.10 per DLHSH = 1,180,000 ⨯ 1/2 = 590,000Applied FOH = $1.10 ⨯ 590,000 = $649,0002. Fixed overhead analysis:Actual FOH Budgeted FOH Applied FOH(600,000 expected hours = 1/2 hour ⨯ 1,200,000 units)3. Variable OH rate = ($1,350,000 – $660,000)/600,000= $1.15 per DLH4. Variable overhead analysis:Actual VOH Budgeted VOH Applied VOH1. Cases needing investigation:Week 2: Exceeds the 10% rule.Week 4: Exceeds the $8,000 rule and the 10% rule.Week 5: Exceeds the 10% rule.2. The purchasing agent. Corrective action would require a return to the pur-chase of the higher-quality material normally used.3. Production engineering is responsible. If the relationship is expected to pers-ist, then the new labor method should be adopted, and standards for mate-rials and labor need to be revised.9–101. Standard fixed overhead rate = $2,160,000/(120,000 ⨯ 6)= $3.00 per DLHStandard variable overhead rate = $1,440,000/720,000= $2.00 per DLH2. Fixed: 119,000 ⨯ 6 ⨯ $3.00 = $2,142,000Variable: 119,000 ⨯ 6 ⨯ $2.00 = $1,428,000Total FOH variance = $2,250,000 – $2,142,000= $108,000 UTotal VOH variance = $1,425,000 – $1,428,000= $3,000 F3. Fixed overhead analysis:Actual FOH Budgeted FOH Applied FOHThe spending variance is the difference between planned and actual costs.Each item’s variance should be analyzed to see if these costs can be r e-duced. The volume variance is the incorrect prediction of volume, or alterna-tively, it is a signal of the loss or gain that occurred because of producing at a level different from the expected level.4. Variable overhead analysis:Actual VOH Budgeted VOH Applied VOHThe variable overhead spending variance is the difference between the actual variable overhead costs and the budgeted costs for the actual hours used.The variable overhead efficiency variance is the savings or extra cost attri-butable to the efficiency of labor usage.9–111. MPV = (AP – SP)AQ= ($6.60 – $6.40)1,488,000= $297,600 UMUV = (AQ – SQ)SP= (1,480,000 – 1,400,000)$6.40= $512,000 UNote: There is no three-pronged analysis for materials because materials purchased is different from the materials used. (MPV uses materials pur-chased and MUV uses materials used.)2. LRV = (AR – SR)AH= ($18.10 – $18.00)580,000= $58,000 ULEV = (AH – SH)SR= (580,000 – 560,000)$18.00= $360,000 UAR ⨯ AH SR ⨯ AH SR ⨯ SH3. Fixed overhead analysis:Actual FOH Budgeted FOH Applied FOHNote: Practical volume in hours = 2 ⨯ 288,000 = 576,000 hours4. Variable overhead analysis:Actual VOH Budgeted VOH Applied VOH1. Materials Inventory ................................... 9,523,200MPV ............................................................ 297,600Accounts Payable ............................... 9,820,8002. Work in Process ....................................... 8,960,000MUV ............................................................ 512,000Materials Inventory .............................. 9,472,0003. Work in Process ....................................... 10,080,000LRV ............................................................ 58,000LEV ............................................................. 360,000Accrued Payroll ................................... 10,498,0004. Work in Process ....................................... 3,080,000Fixed Overhead Control...................... 2,240,000Variable Overhead Control ................. 840,0005. Materials and labor:Cost of Goods Sold .................................. 1,227,600MPV ...................................................... 297,600MUV ...................................................... 512,000LRV ....................................................... 58,000LEV ....................................................... 360,000 Overhead disposition:Cost of Goods Sold .................................. 160,000Fixed Overhead Control...................... 160,000Cost of Goods Sold .................................. 32,000Variable Overhead Control ................. 32,0001. Tom purchased the large quantity to obtain a lower price so that the pricestandard could be met. In all likelihood, given the reaction of Jackie Iverson, encouraging the use of quantity discounts was not an objective of setting price standards. Usually, material price standards are to encourage the pur-chasing agent to search for sources that will supply the quantity and quality of material desired at the lowest price.2. It sounds like the price standard may be out of date. Revising the price stan-dard and implementing a policy concerning quantity purchases would likely prevent this behavior from reoccurring.3. Tom apparently acted in his own self-interest when making the purchase. Hesurely must have known that the quantity approach was not the objective.Yet, the reward structure suggests that there is considerable emphasis placed on meeting standards. His behavior, in part, was induced by the re-ward system of the company. Probably, he should be retained with some ad-ditional training concerning the goals of the company and a change in em-phasis and policy to help encourage the desired behavior.9–14Materials:AP ⨯ AQ SP ⨯ AQ SP ⨯ SQLabor:AR ⨯ AH SR ⨯ AH SR ⨯ SH1. Materials Inventory ................................... 47,700MPV ...................................................... 5,700Accounts Payable ............................... 42,0002. Work in Process ....................................... 45,000MUV ............................................................ 2,700Materials Inventory .............................. 47,7003. Work in Process ....................................... 105,000LRV ....................................................... 2,300LEV (700)Accrued Payroll ................................... 102,0004. Cost of Goods Sold .................................. 2,700MUV ...................................................... 2,700MPV ............................................................ 5,700LRV ............................................................ 2,300LEV (700)Cost of Goods Sold ............................. 8,7001. VOH efficiency variance = (AH – SH)SVOR$8,000 = (1.2SH – SH)$2$8,000 = $0.4SHSH = 20,000AH = 1.2SH = 24,000 2. LEV = (AH – SH)SR$20,000 = (24,000 – 20,000)SR$20,000 = 4,000SRSR = $5LRV = (AR – SR)AH$6,000 = (AR – $5)24,000$0.25 = AR – $5AR = $5.253. SH = 4 ⨯ Units produced20,000 = 4 ⨯ Units produced Units produced = 5,000PROBLEMS9–171. Materials:AP ⨯ AQ SP ⨯ AQ SP ⨯ SQThe new process saves 0.25 ⨯ 4,000 ⨯ $3 = $3,000. Thus, the net savings attri-butable to the higher-quality material are ($6,000 –$3,000) –$2,300 = $700.Keep the higher-quality material!2. Labor for new process:AR ⨯ AH SR ⨯ AH SR ⨯ SHThe new process gains $3,000 in materials (see Requirement 1) but loses $6,000 from the labor effect, giving a net loss of $3,000. If this pattern is ex-pected to persist, then the new process should be abandoned.3. Labor for new process, one week later:AR ⨯ AH SR ⨯ AH SR ⨯ SHIf this is the pattern, then the new process should be continued. It will save $260,000 per year ($5,000 ⨯52 weeks). The weekly savings of $5,000 is the materials savings of $3,000 plus labor savings of $2,000.9–181. e2. h3. k4. n5. d6. g7. o8. b9. m10. l11. j12. c13. a14. i15. f9–191. Material quantity standards:1.25 feet per cutting board⨯ 67.50 feet for five good cutting boardsUnit standard for lumber = 7.50/5 = 1.50 feetUnit standard for foot pads = 4.0Material price standards:Lumber: $3.00 per footPads: $0.05 per padLabor quantity standards:Cutting: 0.2 hrs. ⨯ 6/5 = 0.24 hours per good unitAttachment: 0.25 hours per good unitUnit labor standard 0.49 hours per good unit Labor rate standard: $8.00 per hourStandard prime cost per unit:Lumber (1.50 ft. @ $3.00) $4.50Pads (4 @ $0.05) 0.20Labor (0.49 hr. @ $8.00) 3.92Unit cost $8.629–19 Concluded2. Standards allow managers to compare planned and actual performance. Thedifference can be broken down into price and efficiency variances to identify the cause of a variance. With this feedback, managers are able to improve productivity as they attempt to produce without cost overruns.3. a. The purchasing manager identifies suppliers and their respective pricesand quality of materials.b. The industrial engineer often conducts time and motion studies to deter-mine the standard direct labor time for a unit of product. They also can de-termine how much material is needed for the product.c. The cost accountant has historical information as well as current informa-tion from the purchasing agent, industrial engineers, and operating per-sonnel. He or she can compile this information to obtain an achievable standard.4. Lumber:MPV = (AP – SP)AQ= ($3.10 – $3.00)16,000 = $1,600 UMUV = (AQ – SQ)SP= (16,000 – 15,000)$3 = $3,000 URubber pads:MPV = (AP – SP)AQ= ($0.048 – $0.05)51,000 = $102 FMUV = (AQ – SQ)SP= (51,000 – 40,000)$0.05 = $550 ULabor:LRV = (AR – SR)AH= ($8.05 – $8.00)5,550 = $277.50 ULEV = (AH – SH)SR= (5,550 – 4,900)$8 = $5,200 U9–201. The cumulative average time per unit is an average. It includes the2.5 hoursper unit when 40 units are produced as well as the 1.024 hours per unit when 640 units are produced. As more units are produced, the cumulative average time per unit will decrease.2. The standard should be 0.768 hour per unit as this is the average time takenper unit once efficiency is achieved:[(1.024 ⨯ 640) – (1.28 ⨯ 320)]/(640 – 320)3. Std. Usage Std. CostDirect materials $ 4 25.000 $100.00 Direct labor 15 0.768 11.52 Variable overhead 8 0.768 6.14 Fixed overhead 12 0.768 9.22* Standard cost per unit $126.88* *Rounded4. There would be unfavorable efficiency variances for the first 320 units be-cause the standard hours are much lower than the actual hours at this level.Actual hours would be approximately 409.60 (320 ⨯ 1.28), and standard hours would be 245.76 (320 ⨯ 0.768).9–211. MPV = (AP – SP)AQ= ($4.70 – $5.00)260,000 = $78,000 FMUV = (AQ – SQ)SP= (320,000 – 300,000)$5 = $100,000 UThe materials usage variance is viewed as the most controllable because prices for materials are often market-driven and thus not controllable. Re-sponsibility for the variance in this case likely would be assigned to purchas-ing. The lower-quality materials are probably the cause of the extra usage.2. LRV = (AR – SR)AH= ($13 – $12)82,000 = $82,000 ULEV = (AH – SH)SR= (82,000 – 80,000)$12 = $24,000 UAR ⨯ AH SR ⨯ AH SR ⨯ SHProduction is usually responsible for labor efficiency. In this case, efficiency may have been affected by the lower-quality materials, and purchasing, thus, may have significant responsibility for the outcome. Other possible causes are less demand than expected, poor supervision, lack of proper training, and lack of experience.3. Variable overhead variances:Actual VOH Budgeted VOH Applied VOHFormula approach:VOH spending variance = Actual VOH – (SVOR ⨯ AH)= $860,000 – ($10 ⨯ 82,000)= $40,000 UVOH efficiency variance = (AH – SH)SVOR= (82,000 – 80,000)$10= $20,000 U4. Fixed overhead variances:Actual FOH Budgeted FOH Applied FOHThe volume variance is a measure of unused capacity. This cost is reduced as production increases. Thus, selling more goods is the key to reducing this variance (at least in the short run).5. Four variances are potentially affected by material quality:MPV $ 78,000 FMUV 100,000 ULEV 24,000 UVOH efficiency 20,000 U$ 66,000 UIf the variance outcomes are largely attributable to the lower-quality mate-rials, then the company should discontinue using this material.6. (Appendix required)Materials Inventory ................................... 1,300,000MPV ...................................................... 78,000Accounts Payable ............................... 1,222,000Work in Process ....................................... 1,500,000MUV ............................................................ 100,000Materials Inventory .............................. 1,600,0009–21 ConcludedWork in Process ....................................... 960,000LRV ............................................................ 82,000LEV ............................................................. 24,000Accrued Payroll ................................... 1,066,000Cost of Goods Sold .................................. 206,000MUV ...................................................... 100,000LRV ....................................................... 82,000LEV ....................................................... 24,000MPV ............................................................ 78,000Cost of Goods Sold ............................. 78,000VOH Control .............................................. 860,000Various Credits .................................... 860,000FOH Control .............................................. 556,000Various Credits .................................... 556,000Work in Process ....................................... 800,000VOH Control ......................................... 800,000Work in Process ....................................... 480,000FOH Control ......................................... 480,000Cost of Goods Sold .................................. 60,000VOH Control ......................................... 60,000Cost of Goods Sold .................................. 76,000FOH Control ......................................... 76,0009–221. Fixed overhead rate = $2,400,000/600,000 hours*= $4 per hour*Standard hours allowed = 2 ⨯ 300,000 units2. Little Rock plant:Actual FOH Budgeted FOH Applied FOHAthens plant:Actual FOH Budgeted FOH Applied FOHThe spending variance is almost certainly caused by supervisor’s salaries (for example, an unexpected midyear increase due to union pressures). It is unlikely that the lease payments or depreciation would be greater than bud-geted. Changing the terms on a 10-year lease in the first year would be un-usual (unless there is some sort of special clause permitting increased pay-ments for something like unexpected inflation). Also, the depreciation should be on target (unless more equipment was purchased or the depreciation budget was set before the price of the equipment was known with certainty).The volume variance is easy to explain. The Little Rock plant produced less than expected, and so there was an unused capacity cost: $4 ⨯ 120,000 hours = $480,000. The Athens plant had no unused capacity.9–22 Concluded3. It appears that the 120,000 hours of unused capacity (60,000 subassemblies)is permanent for the Little Rock plant. This plant has 10 supervisors, each making $50,000. Supervision is a step-cost driven by the number of produc-tion lines. Unused capacity of 120,000 hours means that two lines can be shut down, saving the salaries of two supervisors ($100,000 at the original salary level). The equipment for the two lines is owned. If it could be sold, then the money could be reinvested, and the depreciation charge would be reduced by20 percent (two lines shut down out of 10). There is no way to directly reducethe lease payments for the building. Perhaps the company could use the space to establish production lines for a different product. Or perhaps the space could be subleased. Another possibility is to keep the supervisors and equipment and try to fill the unused capacity with special orders orders for the subassembly below the regular selling price from a market not normally served. If the selling price is sufficient to cover the variable costs and cover at least the salaries and depreciation for the two lines, then the special order option may be a possibility. This option, however, is fraught with risks, e.g., the risk of finding enough orders to justify keeping the supervisors and equipment, the risk of alienating regular customers who pay full price, and the risk of violating price discrimination laws. Note:You may wish to point out the value of the resource usage model in answering this question (see Chapter 3).4. For each plant, the standard fixed overhead rate is $4 per direct labor hour.Since each subassembly should use two hours, the fixed overhead cost per unit is $8, regardless of where they are produced. Should they differ? Some may argue that the rate for the Little Rock plant needs to be recalculated. For example, one possibility is to use expected actual capacity, instead of prac-tical capacity. In this case, the Little Rock plant would have a fixed overhead rate of $2,400,000/480,000 hours = $5 per hour and a cost per subassembly of $10. The question is: Should the subassemblies be charged for the cost of the unused capacity? ABC suggests a negative response. Products should be charged for the resources they use, and the cost of unused capacity should be reported as a separate item—to draw management’s att ention to the need to manage this unused capacity.9–231. Normal Patient Day:Standard Standard StandardPrice Usage Cost Direct materials $10.00 8.00 lb. $ 80.00 Direct labor 16.00 2 hr. 32.00 Variable overhead 30.00 2 hr. 60.00 Fixed overhead 40.00 2 hr. 80.00 Unit cost $252.00 Cesarean Patient Day:Standard Standard StandardPrice Usage Cost Direct materials $10.00 20.00 lb. $200.00 Direct labor 16.00 4 hr. 64.00 Variable overhead 30.00 4 hr. 120.00 Fixed overhead 40.00 4 hr. 160.00 Unit cost $544.00 2. MPV = (AP – SP)AQ= ($9.50 – $10.00)172,000 = $86,000 FMUV = (AQ – SQ)SPMUV (Normal) = [30,000 – (8 ⨯ 3,500)]$10 = $20,000 UMUV (Cesarean) = [142,000 – (20 ⨯ 7,000)]$10 = $20,000 UMaterials .................................................... 1,720,000MPV ...................................................... 86,000Accounts Payable ............................... 1,634,000Work in Process ....................................... 1,680,000M UV ........................................................... 40,000Materials .............................................. 1,720,000MPV ............................................................ 86,000MUV ............................................................ 40,000Cost of Services Sold ......................... 126,0003. LRV = (AR – SR)AH= ($15.90 – $16.00)36,500 = $3,650 FLEV = (AH – SH)SRLEV (Normal) = [7,200 – (2 ⨯ 3,500)]$16 = $3,200 ULEV (Cesarean) = [29,300 – (4 ⨯ 7,000)]$16 = $20,800 UWork in Process ....................................... 560,000*LEV ............................................................. 24,000LRV ....................................................... 3,650Accrued Payroll ................................... 580,350 *[(2 ⨯ 3,500) + (4 ⨯ 7,000)] ⨯ $16 = $560,000Cost of Services Sold ............................... 20,350LRV ............................................................ 3,650LEV ....................................................... 24,0004. Variable overhead variances:Actual VOH Budgeted VOH Applied VOHFixed overhead variances:Actual FOH Budgeted FOH Applied FOHNote: SH = (2 ⨯ 3,500) + (4 ⨯ 7,000) = 35,000。
Cha10 罗斯公司理财第九版原版书课后习题

Company Stock One option in the 401(k) plan is stock in East Coast Yachts. The company is currently privately held. However, when you interviewed with the owner, Larissa Warren, she informed you the company was expected to go public in the next three to four years. Until then, a company stock price is simply set each year by the board of directors.Bledsoe S&P 500 Index Fund This mutual fund tracks the S&P 500. Stocks in the fund are weighted exactly the same as the S&P 500. This means the fund return is approximately the return on the S&P 500, minus expenses. Because an index fund purchases assets based on the composition of the index it is following, the fund manager is not required to research stocks and make investment decisions. The result is that the fund expenses are usually low. The Bledsoe S&P 500 Index Fund charges expenses of .15 percent of assets per year.Bledsoe Small-Cap Fund This fund primarily invests in small-capitalization stocks. As such, the returns of the fund are more volatile. The fund can also invest 10 percent of its assets in companies based outside the United States. This fund charges 1.70 percent in expenses.Bledsoe Large-Company Stock Fund This fund invests primarily in large-capitalization stocks of companies based in the United States. The fund is managed by Evan Bledsoe and has outperformed the market in six of the last eight years. The fund charges 1.50 percent in expenses.Bledsoe Bond Fund This fund invests in long-term corporate bonds issued by U.S.–domiciled companies. The fund is restricted to investments in bonds with an investment-grade credit rating. This fund charges 1.40 percent in expenses.Bledsoe Money Market Fund This fund invests in short-term, high–credit quality debt instruments, which include Treasury bills. As such, the return on the money market fund is only slightly higher than the return on Treasury bills. Because of the credit quality and short-term nature of the investments, there is only a very slight risk of negative return. The fund charges .60 percent in expenses.1. What advantages do the mutual funds offer compared to the company stock?2. Assume that you invest 5 percent of your salary and receive the full 5 percent match from EastCoast Yachts. What EAR do you earn from the match? What conclusions do you draw about matching plans?3. Assume you decide you should invest at least part of your money in large-capitalization stocksof companies based in the United States. What are the advantages and disadvantages of choosing the Bledsoe Large-Company Stock Fund compared to the Bledsoe S&P 500 Index Fund?4. The returns on the Bledsoe Small-Cap Fund are the most volatile of all the mutual funds offeredin the 401(k) plan. Why would you ever want to invest in this fund? When you examine the expenses of the mutual funds, you will notice that this fund also has the highest expenses. Does this affect your decision to invest in this fund?5. A measure of risk-adjusted performance that is often used is the Sharpe ratio. The Sharpe ratiois calculated as the risk premium of an asset divided by its standard deviation. The standard deviations and returns of the funds over the past 10 years are listed here. Calculate the Sharpe ratio for each of these funds. Assume that the expected return and standard deviation of the company stock will be 16 percent and 70 percent, respectively. Calculate the Sharpe ratio for the company stock. How appropriate is the Sharpe ratio for these assets? When would you use the Sharpe ratio?6. What portfolio allocation would you choose? Why? Explain your thinking carefully.。
学术英语词汇570

The Academic Word ListSublist 1 of the Academic Word List - Most frequent words in familiesThis sublist contains the most frequent words of the Academic Word List in the Academic Corpus. The most frequent members of the word families in Sublist 1 are listed below.analysis分析approach方法area地区领域assessment 评价assume假设authority权威available可提供的benefit好处,受益concept概念consistent一致的constitutional宪法的context 环境contract收缩合同create 创造data 数据definition 定义derived由来,派生distribution 分布economic 经济的environment 环境establish 建立estimate 估计evidence 证据export出口factors 因素financial 金融的formula公式function 功能identified确认的income 收入indicate 指出individual 个人的interpretation理解involved 涉及到issues 问题labour 劳动力legal 合法的legislation 立法major 主要的专业method 方法occur 出现percent 百分之period 时期policy 政策principle 原则procedure 步骤process 过程,处理required 必须的research 研究response 回应role 角色,作用section 部分sector 行业区域significant 重要的similar 相似的source 源头specific 具体的structure 结构theory 理论variables 变量Sublist 2 of the Academic Word List - Most frequent words in familiesThis sublist contains the second most frequent words in the Academic Word List from the Academic Corpus. The most frequent members of the word families in Sublist 2 are listed below.achieve获得acquisition收购获得administration管理affect影响appropriate合适的aspects 方面assistance 协助categories 种类chapter 章节commission委托community社区complex组成的,合成的computer电脑conclusion结论conduct做consequences 后果construction 建设consumer 顾客credit 信用cultural 文化的design 设计distinction 区别elements 元素equation等式evaluation 评价features 特点final 最后的focus 关注impact 影响injury 受伤institute 协会investment 投资items 项目条款journal期刊maintenance 维修normal 正常的obtained 获得participation 参与perceive 认识到positive 积极的potential 潜在的previous 之前的primary 主要的purchase 购买range 范围region 地区regulations 规则relevant 相关的resident 定居者resources 资源restricted 受限security 安全sought 寻找(过去式)select 挑选site 选址strategies 策略survey 调查text 文本1traditional 传统的transfer 转移Sublist 3 of the Academic Word List - Most frequent words in familiesThis sublist contains the third most frequent words of the Academic Word List in the Academic Corpus. The most frequent members of the word families in Sublist 3 are listed below.alternative 可供选择的circumstance 环境comments评论compensatio n 补偿components 组成部分consent同意considerable 大量的constant连续的constraints 限制contribution 贡献convention 准则coordination 协调core 核心的corporate大公司corresponding相应的criteria 标准deduction减除demonstrate证明document文件dominant 主导的emphasis重要性ensure确保excluded排除framework框架funds资金illustrated给…插图immigration移民implies 暗示initial 开始的instance例子interaction互动justification证明正确layer层link连接location地点maximum 最大minorities 少数negative 消极的outcomes 结果partnership合作philosophy 哲学physical 身体的proportion部分比例publish出版reaction 反应registered 登记reliance 依靠removed 移开scheme 计划方案sequence顺序sex 性shift 转换specified具体说明的sufficient足够的task 任务technical 技术的techniques 技术technology 技术validity合法性volume量Sublist 4 of the Academic Word List - Most frequent words in familiesThis sublist contains the fourth most frequent words of the Academic Word List in the Academic Corpus. The most frequent members of the word families in Sublist 4 are listed below.access获得adequate足够的annual年度的apparent明显的approximate近似attitudes 态度attributed 归因于civil国内的code代码commitment承诺communication交流concentration浓度conference会议contrast 对比cycle 循环debate 辩论despite尽管dimensions维度domestic 国内的emerge 出现error 错误ethnic 民族的goals 目标granted 授予hence 因此hypothesis 假说implementation 实施implications 含意暗示imposed 强加integration 结合internal 内部多investigation 调查job 工作2label 标签mechanism机制obvious 明显的occupational 职业的option选择output 产出overall 整体的parallel 平行parameters参数phase阶段predicted预测principal 主要的prior 先前的professional 专业的project项目promote促进regime政权resolution决心retained保留series 系列statistics统计status 地位stress 压力subsequent 紧随其后的sum 总量summary 总结undertaken 承担Sublist 5 of the Academic Word List - Most frequent words in familiesacademic学术的adjustment调整alter 改变amendment修订aware 注意到capacity 能力challenge挑战clause从句compounds混合物conflict 矛盾consultation 咨询contact接触decline 下降discretion谨慎draft 草稿enable 使…能energy能量enforcement 强制执行entities 实物equivalent相等的evolution 进化expansion扩张exposure 接触external 外部的facilitate协助fundamental 根本的generated产生generation 代image图像liberal 开明的licence 执照logic 逻辑marginal 边缘的medical 医学的mental 精神的modified 修改monitoring 监督network 网络notion 概念objective 客观的orientation定位perspective角度precise 精准的prime 主要的psychology 心理学pursue追逐ratio 比例rejected 拒绝revenue 税收stability稳定性styles 风格substitution 代替物sustainable 可持续的symbolic 象征的target 目标transition过度trend 潮流version 版本welfare 福祉whereas却Sublist 6 of the Academic Word List - Most frequent words in familiesabstract摘要accurate 准确的acknowledge承认aggregate 总计allocation分配assigned指派attached粘附author作者bond纽带brief简洁的capable有能力的cite引用cooperative合作的discrimination歧视display显示diversity多样性domain 领域edition版本enhanced提高estate地产exceed超过expert专家explicit明显的federal联邦的fees费用flexibility 灵活性furthermore而且gender 性别ignored忽视incentive 刺激incidence 发生incorporate纳入index 索引inhibition内抑感initiatives 主动性input输入instructions指示intelligence 智力interval间隔lecture 讲座migration 迁徙minimum 最小ministry 部motivation动机neutral 中立的nevertheless然而overseas 海外的precede先于presumption推测rational合理的recovery恢复revealed揭示scope范围subsidiary次要的tapes 带子trace追踪transformation蜕变transport交通underlying潜在的utility实用效用3Sublist 7 of the Academic Word List - Most frequent words in familiesadaptation适应adults成年人advocate支持aid 帮助channel渠道chemical 化学的classical经典的comprehensive全面的comprise由…组成confirmed确定contrary 相反的converted 转换couple 一对decade 十年definite明确的deny否认differentiation区分disposal丢弃dynamic动态的eliminate消除empirical经验主义的equipment设备extract 提取file 文件finite有限的foundation 基础global 全球的grade成绩guarantee保证hierarchical分等级的identical相似的ideology意识形态inferred推断innovation创新insert 嵌入intervention 干预isolate使孤立media媒体mode模式paradigm范例phenomenon 现象priority 优先权prohibited禁止publication 出版物quotation 引用release释放reverse倒退simulation 模仿solely独自的somewhat稍微submit提交successive连续的survive幸存thesis论文topic主题transmission传播ultimately最终地unique独特的visible可见的voluntary自愿的Sublist 8 of the Academic Word List - Most frequent words in familiesabandon放弃accompanied陪伴accumulation积累ambiguous模糊的appendix附录appreciation感激arbitrary武断的automatically自动的bias偏见chart图表clarity清楚conformity遵守commodity商品complement补充contemporary现代的contradiction矛盾crucial 重要的currency货币denote 指示detected察觉deviation偏离displacement位移dramatic戏剧的eventually最后的exhibit展示exploitation充分利用fluctuations波动guidelines指导highlighted强调implicit含蓄的induced引诱inevitably不可避免的infrastructure基础设施inspection检查intensity强度manipulation操控minimised最小化nuclear核offset抵消paragraph段落plus 加practitioners 从业者predominantly主导的prospect前景radical根本的random随意的reinforced加强restore储存revision修订schedule行程表tension紧张termination终结theme主题thereby因此uniform不变的vehicle工具轿车via通过virtually几乎widespread普遍的visual视觉的Sublist 9 of the Academic Word List - Most frequent words in familiesaccommodation住宿analogous类比的anticipated预料assurance确保attained获得behalf为了...的利益bulk 体积ceases停止coherence协调的coincide同时发生commenced开始4incompatible不兼容的concurrent同时发生的confined限制controversy争执conversely相反的device装置devoted投入diminished减少distorted/distortion 扭曲duration 持续erosion腐蚀ethical道德的format布局founded建立inherent内在的insights洞察力integral必需的intermediate中间的manual用手的mature成熟的mediation调停medium媒介military军事的minimal最小的mutual双方的norms惯例overlap重合passive消极的portion比例preliminary基础的protocol惯例qualitative质的refine提炼relaxed放松的restraints 限制revolution革命rigid严格的route线路scenario梗概sphere球面领域subordinate下级的supplementary补充道suspended暂停team团队temporary暂时的trigger 引起unified 统一的violation违背vision视力Sublist 10 of the Academic Word List - Most frequent words in familiesThis sublist contains the least frequent words of the Academic Word List in the Academic Corpus. The most frequent members of the word families in Sublist 10 are listed below.adjacent 比邻的albeit尽管assembly聚集到一起的人collapse倒塌colleagues同事compiled汇编conceived构思convinced使信服depression 萧条降低encountered 面临enormous 巨大的forthcoming 即将到来的inclination倾向integrity完整,诚实intrinsic内在的invoked引起产生levy 征收likewise同样nonetheless 尽管如此notwithstanding尽管odd 古怪的ongoing持续的panel 委员会,小组persistent 坚持不懈的posed形成构成reluctant不情愿的so-called所谓的straightforward 易懂的undergo经受whereby 借56。
美国大学审计学Auditing and Assurance Services习题解

5.
9-5 Because materiality is relative rather than absolute, it is necessary to have bases for establishing whether misstatements are material. For example, in the audit of a manufacturing company, the auditor might use as bases: net income before taxes, total assets, current assets, and working capital. For a governmental unit, such as a school district, there is no net income before taxes, and therefore that would not be an available base. Instead, the primary bases would likely be fund balances, total assets, and perhaps total revenue. 9-6 The following qualitative factors are likely to be considered in evaluating materiality: a. b. c. Amounts involving fraud are usually considered more important than unintentional errors of equal dollar amounts. Misstatements that are otherwise minor may be material if there are possible consequences arising from contractual obligations. Misstatements that are otherwise immaterial may be material if they affect a trend in earnixed assets are tested for overstatement and long-term loans for understatement because the auditor's objective in this case is to test for overstatements of owner's equity.
英国文学维多利亚时期全集ppt课件

❖ (2) Background: developed rapidly both politically & economically (capitalism first took shape, agricultural to industrial society
❖ The Early Victorian Period (1832-1848)
Chapter III Victorian Novels
❖ the novel became the dominant genre
❖ Plot is unfolded against a social background
❖ “linear causation”: cause-effect sequence
❖ The worsening living & working conditions, the mass unemployment & the new Poor Law of 1834 finally gave rise to the Chartist Movement (1836-1848).
❖ They offer a most complete & realistic picture of English society of his age & remain the highest achievement in the 19thcentury English novel.
❖ In nearly all his novels, behind the gloomy pictures of oppression & poverty, behind the loud humor & buffoonery 滑稽, is his gentleness, his simple faith in mankind.
第9章课后习题答案

REVIEW QUESTIONS1.What do we mean by the situational self-image? Give an example of thisphenomenon.A reason to take environmental circumstances seriously is that the role aperson plays at any one time is partly determined by his situationalself-image—he basically asks: “Who am I right now?” As an example, we may engage in different consumption behaviors when we are trying to impress adate or co-worker than when we are with friends.(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking, Course Learning Outcome 10)2.Describe the difference between density and crowding. Why is thisdifference relevant in purchase environments?Density refers to the actual number of people occupying a space, althoughthe psychological state of crowding exists only if a negative affective stateoccurs because of this density. In some cases, high density might lead toexcitement, a positive result of the arousal. In other cases, crowding mightmake a shopper feel like buying different or unique things to rebel againstbeing confined.(10 minutes, Chapter Objective 1, AACSB: Reflective Thinking, Course Learning Outcome 10)3.What is time poverty, and how can it influence our purchase decisions?Many consumers believe they are more pressed for time than ever before. It may increase usage of convenience goods and decision-making shortcuts. (5 minutes, Chapter Objective 1, AACSB: Reflective Thinking, Course Learning Outcome 10)4.What are the two dimensions that determine whether we will reactpositively or negatively to a purchase environment?Pleasure—–a person can enjoy or not enjoy a situation and arousal—he canfeel stimulated or not.(5 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)5.List three separate motivations for shopping, giving an example of each.Social experiences: The shopping center or department store has replaced the traditional town square or county fair as a community gathering place.Sharing of common interests: Stores frequently offer specialized goods thatallow people with shared interests to communicate. Interpersonal attraction: Shopping centers are a natural place to congregate. The shopping mall hasbecome a central “hangout” for teenagers.Instant status: As every salesperson knows, some people savor the experience of being waited on, even though they may not necessarily buy anything.The thrill of the hunt: Some people pride themselves on being able to find the best bargains.(15 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)6.What are some important pros and cons of e-commerce?Numerous benefits and limitations of e-commerce are listed in Table 9.2 forboth the consumer and the marketer.(10 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)7.List three factors that help to determine store image.Color, scents, and sounds.(5 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)8.What is the difference between unplanned buying and impulse buying?Unplanned buying may occur when a person is unfamiliar with a store’slayout or perhaps when under some time pressure; or, a person may bereminded to buy something by seeing it on a store shelf. In contrast, impulsebuying occurs when the person experiences a sudden urge he cannot resist.(10 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)9.How do a consumer’s prior expectations about product quality influence hissatisfaction with the product after he buys it?Consumers form beliefs about product performance based on priorexperience with the product and/or communications about the product thatimply a certain level of quality. When something performs the way wethought it would, we may not think much about it. If it fails to live up toexpectations, negative feelings may result. On the other hand, if performance happens to exceed our expectations, we are satisfied and pleased.(5 minutes, Chapter Objective 4, AACSB: Reflective Thinking, Course Learning Outcome 10)10.List three actions a consumer can take if he is dissatisfied with a purchase.Voice response: The consumer can appeal directly to the retailer for redress(e.g., a refund).Private response: Express dissatisfaction about the store or product to friends and/or boycott the store.Third-party response: The consumer can take legal action against themerchant, register a complaint with the Better Business Bureau, or perhapswrite a letter to the newspaper.(5 minutes, Chapter Objective 4, AACSB: Reflective Thinking, Course Learning Outcome 10)11.What is the underground economy and why is it important to marketers?In the underground economy, consumers bypass formal retailers and swapmerchandise. Factors such as concern about the environment, demands for quality, and cost and fashion consciousness are conspiring to make these“secondary” used-goods markets more prevalent and, thus, more importantto marketers(5 minutes, Chapter Objective 5, AACSB: Reflective Thinking, Course Learning Outcome 10)CONSUMER BEHAVIOR CHALLENGEDiscussion Questions1.Is the customer always right? Why or why not?Use this question in conjunction with the section on Post-Purchase Satisfaction to direct students to concepts that would govern whether or not the customer should always be treated as though they are right.(5 minutes, Chapter Objective 4, AACSB: Reflective Thinking, Course Learning Outcome 10)2.Are pop-up stores just a fad or a retailing concept that is here to stay?Given that there are so many strategies that have circulated throughretailing, it is likely that nothing is “here to stay.” Stude nts should be engaged in a discussion as to how long they thing that this trend will last and possiblereasons that it might end (no longer providing the benefits of promoting thenew idea; stores so profitable that they remain open, etc.).(5 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)3.Discuss some of the shopping motivations for shopping as described in thechapter. How might a retailer adjust his or her strategy to accommodatethese motivations?Shopping motives listed in the chapter are:∙Functional and tangible needs∙Pleasurable and intangible reasons∙Social experiences∙Sharing of common interests∙Interpersonal attraction∙Instant status∙“The thrill of the chase”Shopping is a way of acquiring needed products as well as satisfying someimportant social need. Retailers might adjust their strategies toaccommodate these motives by creating a theme environment, like that ofthe Banana Republic. They might offer additional complementaryservices—for example, a tanning salon might include manicures, massages,and makeovers. Encourage your students to think of specific examplesappropriate for their favorite stores.(10 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)4.What are some positive and negative aspects of a policy that requiresemployees who interact with customers to wear some kind of uniform?Employee uniforms will affect the overall image and atmospherics of someretail outlets. The positive aspects of requiring employees who interact with customers to wear some kind of uniform or to mandate a dress code in theoffice include: 1) portraying a professional image; 2) helping employees tofeel “equal” in terms of dress; and 3) making it easier for customers toidentify employees of the business. The negative aspects include: 1) someemployees might feel uncomfortable in some uniforms; 2) others may feeltheir “freedom” of apparel (to look good) is being limited; and 3) employees may also feel their individuality is being restricted. Students should quiteeasily identify examples of some jobs or professions that require uniforms(e.g., police, firefighters, nurses, priests, or McDonald’s staff.)(10 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)5.Think about exceptionally good and bad salespeople you have encounteredas a shopper. What qualities seem to differentiate them from others?The instructor might ask students to recall the last time they went shopping.In the context of that shopping trip, students should describe thecharacteristics of the salespeople who assisted them. The instructor, or amember of the class, should generate a list of the most common traitsmentioned and use the class discussion to profile both good and badsalespeople. The students also should be encouraged to consider the textdiscussion of source credibility, including such characteristics as similarity,attractiveness, expertise, trustworthiness, and likeability.(10 minutes, Chapter Objective 3, AACSB: Reflective Thinking, Course Learning Outcome 10)6.Discuss the concept of “timestyle.” Based on your own experiences, howmight consumers we segment consumers in terms of their timestyles?The concept of “timestyle” reflects how individuals allocate their ti me tovarious activities. You might want to discuss your own timestyle with theclass and encourage students to do the same. A discussion of how consumersmight be segmented based on their timestyles should be included. Productsthat benefit from different timestyles also could be discussed. For example:How much time do you spend teaching, grading papers, researching, anddoing college and community service? How much time do you spend withyour family, doing household chores, eating, sleeping, exercising, and havingfun?(10 minutes, Chapter Objective 1, AACSB: Reflective Thinking, Course Learning Outcome 10)7.Several men’s clothing retailers nationwide now provide free booze to theirmale clientele to encourage them to hang out in their stores. Is it ethical toencourage customers to become intoxicated before they shop?This is an extension of what salons have been doing for some time for women.Student opinions will vary with students pointing out that it is up to thecustomers to choose how much to consume. Make the connection forstudents that offering such refreshments are a part of store image andatmospherics.(5 minutes, Chapter Objective 1, AACSB: Ethical Understanding and Reasoning Abilities, Course Learning Outcome 10)pare and contrast differ ent cultures’ conceptions of time. What aresome implications for marketing strategy within each of these frameworks?Conceptions of time are not universal; cultural differences with regard to time exist. Examples of such that are mentioned in the text include: 1) linearseparable time—events proceed in an orderly sequence and different timesare well defined; 2) procedural time—people ignore the clock completely; and3) circular or cyclic time—people are governed by natural cycles (Latinocultures).Marketing implications that correspond to these concepts are: 1) under linear separable time—people sell clocks, watches, timers, have lunch hour specials, happy hours, and after-dinner drinks. 2) Under procedural time—people dothings when the “time is right” so marketers need to show causalrelationships to let the consumer know that “the time is now;” and 3) undercircular or cyclic time—the future doesn’t make sense, so we live for now.These consumers will not wait for a better product; they will buy whatever isavailable now. Do not bother trying to sell them insurance.(15 minutes, Chapter Objective 1, AACSB: Multicultural and Diversity Understanding, Course Learning Outcome 10)9.The movement away from a “disposable consumer society” toward one thatemphasizes creative recycling creates many opportunities for marketers. Can you identify some?Products can be disposed of by storage, temporary disposal, and permanentdisposal. Recycling is an important disposal option as well. Students are likely to generate many and diverse examples of marketing opportunities in light of this new consumer emphasis. For example: A company may pick up yardwaste for a fee and then turn that into compost to sell back to thehomeowner! A company could pick up used oil that could be re-refined. Onefarmer lets companies dump old tires on his farm for a fee, and he grindsthem up and resells them as a road surfacing material.(10 minutes, Chapter Objective 5, AACSB: Reflective Thinking, Course Learning Outcome 10)10.Some retailers work hard to cultivate a certain look or image, and they mayeven choose employees who fit this look. Abercrombie & Fitch, for example, seems to link itself to a clean-cut, all-American image. At one point, a lawsuit claimed that Abercrombie & Fitch syste matically “refuses to hire qualifiedminority applicants as brand representatives to work on the sales floor anddiscourages applications from minority applicants.” (Abercrombie repliedthat it has “zero tolerance for discrimination.”) We know the Hootersrestaurant chain is known for its attractive female waitresses. Should aretailer have the right to recruit employees who are consistent with its image even if this means excluding certain types of people (e.g. non-Caucasians,men) from the sales floor?Traditionally, the law has allowed for hiring people with a certain look orbody type if it can be proven that this is a necessary component of theproduct or service. For example, airlines can refuse to hire flight personnelthat exceed a weight and size limitation (or terminate them if they exceed the limitations after being hired) because there is limited space to work on theairplanes. Ethnic restaurants can choose to only hire people of that ethnicity.Modeling agencies and movie/TV production companies make hiringdecisions based almost exclusively on the way people look. However, formany chains such as Abercrombie & Fitch, it is difficult to justify this link. Inaddition, in a case such as its, they would be unwise to attempt such a link forreasons of public perception. Since this lawsuit, Abercrombie & Fitch hasimplemented personnel policies to ensure that this problem will beeliminated.(15 minutes, Chapter Objective 2 and 3, AACSB: Reflective Thinking, Course Learning Outcome 10)11.The mall of the future will most likely be less about purchasing products thanabout exploring them in a physical setting. This means that retailenvironments will have to become places to build brand images, rather than just places to sell products. What are some strategies stores can use toenhance the emotional/sensory experiences they give to shoppers?Students will likely focus on strategies being used by large retailers, including the swank environments in new malls (leather furniture, premium floorcoverings, HD big-screen monitors, fountains and landscaping, high-end play areas, and family bathrooms). However, remind them of the many themedrestaurants that have opened (including those that feature live high-divers).(5 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)12.The store environment is heating up as more and more companies put theirpromotional dollars into point-of-purchase efforts. Some stores confrontshoppers with videos at the checkout counter, computer monitors attachedto their shopping carts, and ads stenciled on the floors. We are alsoincreasingly exposed to ads in non-shopping environments. A health club inNew York was forced to remove TV monitors that showed advertising on the Health Club Media Networks, after exercisers claimed that the programming interfered with their workouts. Do you feel that these innovations are overly intrusive? At what point might shoppers rebel and demand some peace andquiet while they shop? Do you see any market potential in the future forstores that “countermarket” by promising a “hands-off” shoppingenvironment?Student opinion will vary based on their knowledge/experience andfeelings/beliefs about place-based media. You might ask your students if they ever encounter this type of promotion and explore their reaction at the timeof exposure. Students might also be asked to consider a more objectiveopinion, in light of what they have learned from this course. They should bechallenged to view the advantages and disadvantages of these practices from the perspectives of both consumers and retailers.(20 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)13.Courts often prohibit special-interest groups from distributing literature inshopping malls. Mall managements claim that these centers are privateproperty. However, these groups argue that the mall is the modern-dayversion of the town square and as such is a public forum. Find some recentcourt cases involving this free-speech issue and examine the arguments proand con. What is the status of the mall as a public forum? Do you agree with this concept?This exercise will challenge the student to conduct primary and secondaryresearch. Encourage exploration of this issue with other students, facultymembers, and consumer advocacy groups. A search should be conducted ofpublished sources such as court cases and the Law Review. They might callthe management office of a local mall for additional information.(30 minutes, Chapter Objective 2, AACSB: Reflective Thinking, Course Learning Outcome 10)Application Questions1.Conduct naturalistic observation at a local mall. Sit in a central location andobserve the activities of mall employees and patrons. Keep a log of thenon-retailing activity you observe (e.g., special performances, exhibits,socializing, etc.). Does this activity enhance or detract from business the mall conducts? As malls become more like high-tech game rooms, how valid is the criticism raised that shopping areas are only encouraging more loitering byteenage boys who don’t spend a lot in stores and simply scare away othercustomers?Students tend to like this exercise. Now that they have been exposed to avariety of consumer behavior constructs, they are likely to see things in theretail context that they did not notice before. They will probably notice a wide variety of non-retailing activities in the mall. Encourage your students tothink about the advantages and disadvantages of these other activities fromboth the consumers’ and retailers’ points of view. Encourage students todevelop a specific plan for dealing with teenage loitering that would work, be legal, and would not interfere with normal store and mall traffic. Studentsmight interview mall officials or security officers to get their viewpoint about loitering. (Possible Field Project Idea)(90 minutes, Chapter Objective 1, AACSB: Analytic Skills, Course Learning Outcome 10)2.Select three competing clothing stores in your area and conduct a storeimage study for them. Ask a group of consumers to rate each store on a setof attributes and plot these ratings on the same graph. Based on yourfindings, are there any areas of competitive advantage or disadvantage youcould bring to the attention of store management?Students should review the section on store image (including Atmospherics)before beginning this exercise. You might encourage the students to selectstores that are very different from each other rather than “directcompetitors.” Consider using this as an opportun ity to discuss the strengthsand weaknesses of this type of market research. (Possible Field Project Idea) (30 minutes, Chapter Objective 1, AACSB: Analytic Skills, Course Learning Outcome 10)ing Table 9.1 as a model, construct a person/situation segmentationmatrix for a brand of perfume.You might want to ask different groups of students to construct a matrix forother very different types of products, such as convenience versus specialtygoods. Tell students to look up these terms in the glossary and index forfurther information. Allow students to experiment with variables to construct their matrix. (Possible Field Project or In-Class Group Project Idea)(25 minutes, Chapter Objective 1, AACSB: Reflective Thinking, Course Learning Outcome 10)4.What applications of queuing theory can you find employed that localservices use? Interview consumers who are waiting on lines to determinehow (if at all) this experience affects their satisfaction with the service.The students should consider the explanation of queuing theory—themathematical study of waiting in lines—as part of the psychological timeconstruct. As suggested, a consumer’s experience of waiting can radicallyinfluence his or her perception of service quality. Although we assume thatsomething must be good if we have to wait for it, the negative feelingsaroused by long waits can quickly discourage consumers. Lines at movietheaters, restaurants, ticket booths, and university class registration allprovide contexts in which students might investigate the psychology of time.(Possible Field Project Idea)(60 minutes, Chapter Objective 1, AACSB: Analytic Skills, Course Learning Outcome 10)5.Many retailers believe that when they pile a lot of stuff around their store,this cluttered look encourages shoppers to hunt for items and eventually buy more. Dollar General recently raised the height of its shelves to more than six feet; J. C. Penney transformed empty walls into jewelry and accessorydisplays; Old Navy added lanes lined with items like water bottles, candy, and lunchboxes. Best Buy is even testing the impact of filling aisles with bulkyitems like Segways and bicycles to compensate for the smaller space thatthin TVs and smaller speakers take up. Walmart recently did an abruptabout-face: The company only recently remodeled its stores by eliminatingthe pallets of items it used to stack in the centers of aisles, and it reducedoverall inventory by about 9%. Customers loved the leaner, cleaner look.Only one problem: They bought less stuff. As a senior Walmart executivecommented, “They loved the experience. They just bought less. And thatgenerally is not a good long-term strategy.” Now, Walmart is addinginventory back in and is once again piling stacks of merchandise in aisles.What is your take on these store-stocking strategies? Visit several “big-box”stores in your area, such as Walmart, Target, Best Buy, Costco, and so on.If possible, interview shoppers about their experiences. Do they have trouble navigating around the store? Do they enjoy the clutter? Does it feel like a“treasure hunt” when they have to pick their way around piles and pallets? If you were designing a store, how would you craft a stocking strategy thatwould make it easy to shop there?A variety of responses will emerge from this activity because students mayhave different motivations for shopping and may have different experienceswithin the store depending on the shopper density when they shop.Students should recognize the trade-off between the convenience of makingthings neat, orderly and easy to find and the messy, cluttered store withthings stacked high, which customers associate with lower prices.(30 minutes, Chapter Objective 1, AACSB: Reflective Thinking, Course Learning Outcome 10)6.Interview people who are selling items at a flea market or garage sale. Askthem to identify some items to which they had a strong attachment. Then,see if you can prompt them to describe one or more divestment rituals theywent through as they prepared to offer these items for sale.Student results will depend entirely on the outcomes that they receive fromrespondents. Students should recognize the different types of divestmentrituals.(60 minutes, Chapter Objective 5, AACSB: Reflective Thinking, Course Learning Outcome 10)7.Identify three people who own an electric coffeemaker. Then, “go to thegemba” by observing them as they actually prepare coffee in the appliance at home. Based on these experiences, what recommendations might you make to the designer of a new coffeemaker model that would improve customers’ experience with the product?Given the modern infatuation with coffee, responses to this will likely havesomething to do with upscale blends and flavors, ability to makecappuccino/espresso products, etc. Buying coffee retail is much more aboutthe experience than the actual coffee. Home use may start to mirror this. (30 minutes, Chapter Objective 4, AACSB: Reflective Thinking, Course Learning Outcome 10)CASE STUDY TEACHING NOTESChapter 9 Case Study: Giving and Receiving on Summary of CaseStarted as the brainchild of a city employee in Tucson, Arizona, as a means of relieving strain on public landfills, has grown to immense proportions. is a virtual garage sale where the main rule is that all things given and taken must be done on a completely free basis. No money or product exchanges are to be made. Participants can register for their own geographic area, then post things that they want to dispose of or take things that they need. Now, the population of has grown to millions of members in over 75 countries. In addition, this growth was achieved through word-of-mouth and free publicity. The initial goal of landfill relief has also been accomplished as an estimated 300 tons of garbage avoid such a fate every day.Suggestions for PresentationThe most direct link for presenting and discussing this case is in the section, “Product Disposal” with the concepts of lateral cycling and disposal options. Freecycli ng is briefly highlighted in the chapter section, “Disposal Options,” and the accompanying Marketing Opportunity special feature box.Suggested Answers for Discussion Questions1.Why do you think has achieved such high levels of growth insuch a short period?The most obvious answer to this question is that the market was ready, even craving some kind of product disposal option such as this. People often have things to get rid of that do not have much resale value. Often, items wouldcost more to have someone haul them away than they are worth. Manypeople also feel a bit of guilt in throwing away something that is perfectlyusable. Therefore, if they find someone who can use the item, there is greatsatisfaction in that. On the taking end, who does not want free stuff? Thereare all too many people waiting to snag up the free stuff. As long as thissupply-demand dynamic continues, freecycling is around forever.(10 minutes, Chapter Objective 5, AACSB: Reflective Thinking, Course Learning Outcome 10) has created an alternative disposal option that is rapidlygrowing. Discuss ways that freecycling might affect the purchase habits ofconsumers.There are at least two main ways that freecycling affects the purchase habits of people. People who have become involved in freecycling are much morelikely to think about whether or not they really need items that they arebuying new. The second way is that people might forego buying somethingnew or even used if they can find it free on .(10 minutes, Chapter Objective 5, AACSB: Analytic Skills, Course Learning Outcome 10)3.Should for-profit businesses like eBay get into the freecycling business?Should companies motivate more consumers to give things away that they。
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Chapter9A Survey of Utility-basedPrivacy-Preserving DataTransformation MethodsMing HuaSimon Fraser UniversitySchool of Computing Science8888University Drive,Burnaby,BC,Canada V5A1S6mhua@cs.sfu.caJian PeiSimon Fraser UniversitySchool of Computing Science8888University Drive,Burnaby,BC,Canada V5A1S6jpei@cs.sfu.caAbstract As a serious concern in data publishing and analysis,privacy preserving data processing has received a lot of attention.Privacy preservation often leads toinformation loss.Consequently,we want to minimize utility loss as long as theprivacy is preserved.In this chapter,we survey the utility-based privacy preser-vation methods systematically.Wefirst briefly discuss the privacy models andutility measures,and then review four recently proposed methods for utility-based privacy preservation.Wefirst introduce the utility-based anonymization method for maximiz-ing the quality of the anonymized data in query answering and discernability.Then we introduce the top-down specialization(TDS)method and the progres-sive disclosure algorithm(PDA)for privacy preservation in classification prob-st,we introduce the anonymized marginal method,which publishes theanonymized projection of a table to increase the utility and satisfy the privacyrequirement.Keywords:Privacy preservation,data utility,utility-based privacy preservation, k-anonymity,sensitive inference,l-diversity.208Privacy-Preserving Data Mining:Models and Algorithms 9.1IntroductionAdvanced analysis on data sets containing information about individuals poses a serious threat to individual privacy.Various methods have been pro-posed to tackle the privacy preservation problem in data analysis,such as anonymization and perturbation.The major goal is to protect some sensitive individual information(privacy)from being identified by the published data. For example,in k-anonymization,certain individual information is generalized or suppressed so that any individual in a released data set is indistinguishable from other k−1individuals.A natural consequence of privacy preservation is the information loss.For example,after the k-anonymization,the information describing an individual should be the same as at least other k−1individuals.The loss of the spe-cific information about certain individuals may affect the data quality.In the extreme case,the data may become totally useless.Example9.1(Utility loss in privacy preservation)Table9.1a is a data set used for customer analysis.Among the listed attributes,{Age,Ed-ucation,Zip Code}can be used to uniquely identify an individual.Such a set of attributes is called a quasi-identifier.Annual Income is a sensitive attribute. Target Customer is the class label of customers.In order to protect the annual income information for individuals,sup-pose2-anonymity is required so that any individual is indistinguishable from another one on the quasi-identifier.Table9.2b and9.3c are both valid2-anonymizations of9.1a.The tuples sharing the same quasi-identifier have the same gId.However,Table9.2b provides more accurate results than Table9.3c in answering the following two queries.Q1:“How many customers under age29are there in the data set?”Q2:“Is an individual with age=25,Education=Bachelor,Zip Code= 53712a target customer?”According to Table9.2b,the answers of Q1and Q2are“2”and“Y”,re-spectively.But according to Table9.3c,the answer to Q1is an interval[0,4], because29falls in the age range of tuple t1,t2,t4,and t6.The answer to Q2 is Y and N with50%probability each.From this example,we make two observations.First,different anonymiza-tion may lead to different information loss.Table9.2b and9.3c are in the same anonymization level,but Table9.2b provides more accurate answers to the queries.Therefore,it is crucial to minimize the information loss in privacy preservation.Second,the data utility depends on the applications using the data.In the above example,Q1is an aggregate query,thus the data is more useful if the attribute values are more accurate.Q2is a classification query,so the utilityUtility-based Privacy-Preserving Data Transformation Methods209Table9.1a.The original tabletId Age Education Zip Code Annual Income Target Customert124Bachelor5371140k Yt225Bachelor5371250k Yt330Master5371350k Nt430Master5371480k Nt532Master5371550k Nt632Doctorate53716100k NTable9.2b.A2-anonymized table with better utilitygId tId Age Education Zip Code Annual Income Target Customer g1t1[24-25]Bachelor[53711-53712]40k Yg1t2[24-25]Bachelor[53711-53712]50k Yg2t330Master[53713-53714]50k Ng2t430Master[53713-53714]80k Ng3t532GradSchool[53715-53716]50k Ng3t632GradSchool[53715-53716]100k NTable9.3c.A2-anonymized table with poorer utilitygId tId Age Education Zip Code Annual Income Target Customer g1t1[24-30]ANY[53711-53714]40k Yg2t2[25-32]ANY[53712-53716]50k Yg3t3[30-32]Master[53713-53715]50k Ng1t4[24-30]ANY[53711-53714]80k Ng3t5[30-32]Master[53713-53715]50k Ng2t6[25-32]ANY[53712-53716]100k Nof data depends on how much the classification model is preserved in the anonymized data.In a word,utility is the quality of data for the intended use.9.1.1What is Utility-based Privacy Preservation?The utility-based privacy preservation has two goals:protecting the private information and preserving the data utility as much as possible.Privacy preser-vation is a hard requirement,that is,it must be satisfied,and utility is the mea-sure to be optimized.While privacy preservation has been extensively studied, the research of utility-based privacy preservation has just started.The chal-lenges include:210Privacy-Preserving Data Mining:Models and Algorithms Utility measure.One key issue in the utility-based privacy preservation is how to model the data utility in different applications.A good utility measure should capture the intrinsic factors that affect the quality of data for the specific application.Balance between utility and privacy.In some situation,preserving utility and privacy are not conflicting.But more often than not,hiding the privacy information may have to sacrifice some utility.How do we trade off between the two goals?Efficiency and scalability.The traditional privacy preservation is already computational challenging.For example,even simple restriction of optimized k-anonymity is NP-hard[3].How do we develop efficient algorithms if utility is involved?Moreover,real data sets often contains millions of high dimen-sional tuples,highly scalable algorithms are needed.Ability to deal with different types of attributes.Real life data often in-volve different types of attributes,such as numerical,categorical,binary or mixtures of these data types.The utility-based privacy preserving methods should be able to deal with attributes of different types.9.2Types of Utility-based Privacy Preservation MethodsIn this section,we introduce some common privacy models and recently proposed data utility measures.9.2.1Privacy ModelsVarious privacy models have been proposed in literature.This section intro-duces some of the privacy models that are often used as well as the correspond-ing privacy preserving methods.K-Anonymity.K-anonymity is a privacy model developed for the linking attack[18].Given a table T with attributes(A1,...,A n),a quasi-identifier isa minimal set of attributes(A i1,...,A il)(1≤i1<...<i l≤n)in T thatcan be joined with external information to re-identify individual records.Note that there may be more than one quasi-identifer in a table.A table T is said k-anonymous given a parameter k and the quasi-identiferQI=(A i1,...,A il)if for each tuple t∈T,there exist at least another(k−1)tuples t1,...,t k−1such that those k tuples have the same projection on the quasi-identifier.Tuple t and all other tuples indistinguishable from t on the quasi-identifier form an equivalence class.Utility-based Privacy-Preserving Data Transformation Methods211 Given a table T with the quasi-identifier and a parameter k,the problem of k-anonymization is to compute a view T that has the same attributes as T such that T is k-anonymous and as close to T as possible according to some quality metric.Data suppression and value generalization are often used for anonymization. Suppression is masking the attribute value with a special value in the domain. Generalization is replacing a specific value with a more generalized one.For example,the actual age of an individual can be replaced by an interval,or the city of an individual can be replaced by the corresponding province.Cer-tain quality measures are often used in the anonymization,such as the average equivalence class size.Theoretical analysis shows that the problem of opti-mal anonymization under many quality models is NP-hard[1,14,3].Various k-anonymization methods are proposed[19,20,29,12,11].One of the most important advantages of k-anonymity is that no additional noise or artificial perturbation is added into the original data.All the tuples in an anonymized data remains trustful.l-Diversity.l-diversity[13]is based on the observation that if the sensi-tive values in one equivalence class lacks diversity,then no matter how large the equivalence class is,attacker may still guess the sensitive value of an indi-vidual with high probability.For example,Table9.3c is a2-anonymous table. Particularly,t3and t5are generalized into the same equivalence class.How-ever,since their annual income is the same,an attacker can easily conclude that the annual income of t3is50k although the2-anonymity is preserved.Ta-ble9.2b has better diversity in the sensitive attribute.t3and t4are in the same equivalence class and their annual income is different.Therefore,the attacker only have a50%opportunity to know the real annual income of t3.l-diversity model addresses the above problem.By intuition,a table is l-diverse if each equivalence class contains at least l“well represented”sensitive values,that is,at least l most frequent values have very similar frequencies.Consider a table T=(A1,...,A n,S)and constant c and l, where(A1,...,A n)is a quasi-identifier and S is a sensitive attribute.Sup-pose an equivalence class EC contains value s1,...,s m with frequency f(s1),...,f(s m)(appearing in the frequency non-ascending order)on sen-sitive attribute S,EC satisfies(c,l)-diversity with respect to S iff(s1)<cmi=lf(s i)l-diversity complements k-anonymity by requiring certain diversity on the sensitive attributes.It is a more practical privacy model.212Privacy-Preserving Data Mining:Models and Algorithms Sensitive Inference.Sensitive inference[23]comes from the statistical analysis and data mining ability.The privacy inference occurs when the sen-sitive value can be determined from a set of other non-sensitive values with high confidence.The inference can be achieved by data mining abilities,such as association rule mining and classification.Given a table T=(M1,...,M m,S1,...,S n).S i(1≤i≤n)is called a sensitive attribute.Certain values in the sensitive attributes are not acces-sible.M j(1≤j≤m)is called a non-sensitive attribute and contains the non-sensitive information.M j’s and S i’s are disjoint.A sensitive inferenceis a rule{m i1,...,m il}→s j with high confidence,where m i1,...,m ilare attribute values on non-sensitive attributes M i1,...,M il,respectively,ands j is an inaccessible sensitive value on S j.For example,suppose in Ta-ble9.1a AnnualIncome is a sensitive attribute and the values lower than 60k in this attribute is confidential and should not be disclosed.However,rule Master→50k can be derived from Table9.1a with confidence66.7%.There-fore,although50k is not disclosed,an attacker can guess the value from the non-sensitive value Master with high probability.Data suppression can be used in eliminating the sensitive inference.The intuition is to mask some non-sensitive information causing the inference,so that the confidence of the inference rule decreases to below certain threshold.[2]deals with the sensitive inference caused by association mining.The objective is to hide a minimal set of entries so that the sensitivefields cannot be disclosed by the sensitive inferences.Other work on eliminating sensitive inference includes[15,22].Other Related Work.Another privacy model Anatomy is proposed in[26], which publishes the quasi-identifer and the sensitive information into two sep-arate tables.Equivalence classes are formed without generalizing the values in the quasi-identifier.The advantage is that more information in the quasi-identifier is preserved.[25]proposes a privacy model m-invariance in a dy-namic context,that is,a sequential releasing of table with any sequence of insertion and deletions.The main objective is to make each tuple indistinguish-able during its lifetime in the publication.In order to prevent the attacker from linking different versions of the released tables together to obtain the sensi-tive information,certain“invariance”(in terms of having the similar sensitive values)in each equivalence class is required.9.2.2Utility MeasuresIn the context of privacy preservation,the data utility is both relative and specific.First,we do not consider the absolute utility of a data set,instead, we measure how much utility is preserved in the published data after pri-vacy preservation compared to the original data.Second,different applicationsUtility-based Privacy-Preserving Data Transformation Methods213 require different information in a data set.We cannotfind a measure to quantify the amount of information contained in the data for all different applications. Therefore,the utility measure should be designed under the context of certain applications.Query Answering Accuracy.One common use of the published data is query answering,such as the aggregate queries including SUM,COUNT and AVERAGE.The data quality in query answering depends on how far away each attribute value is from the original one after applying the privacy preserving methods.For example,if generalization is used in privacy preservation,then a specific value is replaced by a more general one in the published data.In-tuitively,in order to maximize the query answering accuracy,the generalized value in the published data should be as close to the original value as possible.A quantitative measure is proposed in[28,27].It uses the normalized interval size to measure the utility loss for numeric attributes,and the normalized num-ber of descendants in the generalization hierarchy to measure the utility loss for categorical attributes.More details will be discussed in Section9.3. Classification Accuracy.In classification analysis,the published data are often used to train a classifier.Thus,the data quality depends on how well the class structure is preserved.More specifically,we want to minimize the uncertainty of classification within a group of tuples indistinguishable from each other.[5,6]propose a utility score that measures the entropy change during the anonymization.Ideally,the entropy of an equivalence class with respect to class label distribution should be minimized in the published data. Other utility measures for classification are proposed in[7,24]. Distribution Similarity.Distribution is a fundamental characteristic of a data set.Many data analysis try to make certain conclusions about the data distribution.Therefore,how well the published data preserve the distribution of the original data is crucial for those applications.[8]develops a utility model which measures the difference between the distribution of the original data and that of the anonymized data.Other Utility Measures.Other utility measures include generalization height[17],which measures the total number of generalization steps applied on the original data set.The idea behind is that,since the generalization steps cause information loss,the number of generalization steps represents the total amount of information loss.[3]considers the discernability of the anonymized data.It tries to minimize the average equivalence class size,because the more tuples are in the same group,the less specific information is preserved for those tuples.214Privacy-Preserving Data Mining:Models and Algorithms 9.2.3Summary of the Utility-Based Privacy PreservingMethodsIn this chapter,we introduce four utility-based privacy preservation meth-ods.They are the utility-based anonymization method[28],the top-down spe-cialization(TDS)method[5],the progressive Disclosure Algorithm(PDA)[23] and the anonymized marginal method[8].The privacy models and utility mea-sures used in the four methods are summarized in Table9.4.Table9.4.Summary of utility-based privacy preserving methodsMethod Privacy model Utility measureUtility-based anonymization k-Anonymity Query answering accuracy TDS k-Anonymity Classification accuracy PDA Sensitive Inference Classification accuracy Anonymized marginal k-Anonymity&l-Diversity Distribution similarity The utility-based anonymization method will be discussed in Section9.3. The top-down specialization(TDS)method and the progressive Disclosure Al-gorithm(PDA)both deal with data used in classification problems,and will be discussed in Section9.4.Section9.5introduces the anonymized marginal method.Section9.6concludes this chapter.9.3Utility-Based Anonymization Using Local RecodingThe utility-based anonymization method proposed in[28]aims at improv-ing the query answering accuracy on anonymized tables.The utility measure proposed captures two aspects.First,the less generalized attribute value gives more accurate answers in query answering on the anonymized table.For ex-ample,Table9.2b and9.3c are both2-anonymous,but the age attribute is less generalized in Table9.2b.If we perform the aggregate query on this attribute, Table9.2b gives more accurate answers.Second,different attributes may have different utility in data analysis.For example,in Table9.1a,suppose that the information about annual income is more related to age and education than the other attributes,in order to preserve the correlation among the data in anonymization,it is better to generalize other attributes which are not so re-lated to annual income,such as“Zip Code”.Based on the above observations,the weighted normalized certainty penalty is proposed to measure the utility of attributes in the anonymization.For a numeric attribute value,the normalized certainty penalty(NCP)measures its normalized interval size after generalization;for a categorical attribute value, NCP measures its normalized number of descendants in the hierarchy tree after generalization.A weight is assigned to each attribute to reflect its utility in theUtility-based Privacy-Preserving Data Transformation Methods215 analysis on the anonymized data.Given a table and the anonymity requirement, such as k-anonymity,the utility-based anonymization aims at computing a k-anonymous table that minimizes the weighted normalized certainty penalty.In order to tackle the problem,two algorithms are proposed.The bottom-up method iteratively groups the tuples with similar attribute values together until each group has at least k tuples.The top-down method works in the opposite way.It put all tuples into one group at the beginning,and then iteratively par-titions the tuples in a group into two groups,trying to maximize the difference of attribute values between the two groups.The partitioning stops when further splitting violates the k-anonymity.To give some details,first we introduce the local recoding method in the anonymization.Then,we define the utility measure,weighted normalized cer-tainty penalty,formally.The bottom-up method and top-down method are in-troduced last.9.3.1Global Recoding and Local RecodingTwo methods have been proposed for anonymization:global recoding and local recoding.Global recoding maps a given value in a single domain to an-other one globally,while local recoding maps a given tuple to some recoded tuple.Clearly,global recoding can be regarded as a specific type of local re-coding.Table9.5a.3-anonymous table by global recodinggId tId Age Education Zip Code Annual Income Target Customer g1t1[24-32]ANY[53711-53713]40k Yg1t2[24-32]ANY[53711-53713]50k Yg1t3[24-32]ANY[53711-53713]50k Ng2t4[24-32]ANY[53714-53716]80k Ng2t5[24-32]ANY[53714-53716]50k Ng2t6[24-32]ANY[53714-53716]100k NTable9.6b.3-anonymous table by local recodinggId tId Age Education Zip Code Annual Income Target Customer g1t1[24-30]ANY[53711-53713]40k Yg1t2[24-30]ANY[53711-53713]50k Yg1t3[24-30]ANY[53711-53713]50k Ng2t4[30-32]GradSchool[53714-53716]80k Ng2t5[30-32]GradSchool[53714-53716]50k Ng2t6[30-32]GradSchool[53714-53716]100k N216Privacy-Preserving Data Mining:Models and AlgorithmsExample9.2(Global recoding v.s.local recoding)Consider Table9.1a.Attribute{Age,Education,Zip Code}is a quasi-identifer. Table9.5a and9.6b are3-anonymous tables by global recoding and local re-coding,respectively.t3and t4have the same attribute values on Age(30)and Education(Master).In global recoding,30is mapped to interval[24−32] globally,while Master is mapped to the most generalized value ANY.In local recoding,the value30and Master in t3is mapped to[24−30]and ANY,respectively;but the same values30and Master in t4are mapped to [30−32]and GradSchool,respectively.After the global recoding,the only knowledge about Age and Education in Table9.5a is the full range[24−32] in the domain and the most generalized value ANY,respectively;while Table9.6b shows more specific information about Age and Education.From the above example,we can see that the local recoding may lead to less information loss than the global recoding.9.3.2Utility MeasureThe information loss caused by the anonymization can be measured by how well the generalized tuples approximate the original ones.After the generaliza-tion,some attribute values of a tuple are generalized to an interval.The interval size reflects the accuracy loss in query answering.Therefore,we use the sum of interval size on all attributes of the generalized tuples to measure the certainty loss.The total certainty loss of the anonymized table is the sum of certainty loss of all the tuples.Utility Measure for Numerical Attributes.Consider table T with quasi-identifier(A1,...,A n).Suppose a tuple t=(x1,...,x n)is generalized to tuple t =([y1,z1],...,[y n,z n])such that y i≤x i≤z i(1≤i≤n).Then, we define the normalized certainty penalty(NCP)of tuple t on attribute A i asNCP Ai (t)=z i−y i|A i|,where|A i|=maxt∈Tt.A i−mint∈Tt.A iUtility Measure for Categorical Attributes.The generalization on a cat-egorical attribute often follows a hierarchy tree,which specifies the attribute values with different granularity.Suppose a tuple t has value v on categori-cal attribute A i,v is generalized to a set of values v1,...,v m.Wefind the common ancestor of v1,...,v m,denoted by ancestor(v1,...,v m)in the hi-erarchy tree,and use the size of ancestor(v1,...,v m),that is,the number of leaf nodes that are descendants of ancestor(v1,...,v m),to measure the gen-eralization quantitatively.That isNCP Ai (t)=|ancestor(v1,...,v m)||A i|where |A i |is the number of distinct values on A i in the most specific level.Intuitively,for a numeric attribute A i ,NCP A i (t )measures how much t is generalized on attribute A i in terms of the generalized interval size ;for a cat-egorical attribute A i ,NCP A i (t )measures how much t is generalized on A i in terms of the number of distinct values the generalized value covers .Consider both the numeric and categorical attributes,we define the weighted normalized certainly penalty of a tuple t asNCP (t )=ni =1(w i ·NCP A i (t )),where n i =1w i =1Moreover,the weighted normalized certainly penalty of a table T is de-fined as NCP (T )=t ∈TNCP (t )Since in many data analysis applications,different attributes may have dif-ferent utility,we assign each attribute a weight to reflect the different impor-tance of the attribute.Therefore,NCP (t )is the weighted sum of the normal-ized certainty penalty on all attributes.The certainty penalty on the whole table is the sum of penalty on all the tuples.Example 9.3(Weighted normalized certainty penalty)Consider Table 9.1a and the corresponding 3-anonymous Table 9.6b.Suppose the weights of attributes Age ,Education and Zip Code are 0.5,0.4and 0.1,respectively.Then,we haveNCP Age (t 1)=30−2432−24=68=0.75NCP Edu (t 1)=33=1NCP ZipCode (t 1)=53713−5371153716−53711=25=0.4NCP (t 1)=W Age ×NCP Age (t 1)+W Edu ×NCP Edu (t 1)+W ZipCode ×NCP ZipCode (t 1)=0.5×0.75+0.4×1+0.1×0.4=0.8159.3.3Anonymization MethodsAs shown in [3],optimal k -anonymization under simple restrictions is NP-hard.As a generalization,the utility-based anonymization is also NP-hard.Two heuristic local recoding algorithms are proposed to solve the problem.The Bottom-up Method.The bottom-up method puts a tuple in a group at the beginning,and then iteratively merges the small groups into larger ones.In each iteration,a group whose population is less than k is combined with another group such that the combined group has the minimal utility loss.Theiteration terminates when each group has at least k tuples.Each group forms an equivalence class.The algorithm is illustrated using the following example.Example9.4(The bottom-up method)Consider Table9.1a.The2-anonymization using the bottom-up method works as follows.First,each tuple forms a group.For each group whose size is smaller than2, merge it with another group which minimizes the certainty penalty.For exam-ple,since|g1|=|{t1}|<2,we calculate the certainty penalty NCP(g1,gi) for2≤i≤6andfind that merging g1with g2minimizes NCP(g1,gi).Sim-ilarly,g3is merged with g4,and g5is merged with g6.Thefinal anonymized table is shown in Table9.2b.The Top-down Method.The top-down methodfirst treats the whole ta-ble as an equivalence class(group).The utility of the table is minimal since all tuples are generalized to the same.It then recursively partitions a group into two groups if each subset contains at least k tuples and the utility is im-proved.The algorithm stops when further partitioning leads to the violation of the k-anonymity.Example9.5(The top-down method)Consider the2-anonymiza-tion of Table9.1a.The top-down method iteratively partitions the tuples into two groups G u and G v,trying to minimize the certainty penalty.Itfirstfinds a pair of tuples(as the seeds)that maximize the normalized certainty penalty. t1and t6are the tuples.Thus,t1and t6are added into G u and G v,respec-tively.Then,we assign all the other tuples to one of the two groups.For each tuple t,we calculate NCP(G u,t)and NCP(G v,t),and assign t to the group with the smaller NCP value.For example,t2is assigned into G u because NCP(G u,t2)is smaller than NCP(G v,t2).After all tuples are assigned,we have G u={t1,t2}and G v= {t3,t4,t5,t6}.Since|G u|=2,we only partition G v in the next iteration. Similarly,the seeds found in the next iteration are t3and t6.G v is partitioned into{t3,t4}and{t5,t6}.Thefinal anonymized table is shown in Table9.2b.Finding the seeds u,v with the maximum NCP(u,v)requires O(|T|2).A heuristic method can be used to accelerate the computation.It randomly picks a tuple t1and scans the table once tofind another tuple t2maximizing NCP(t1,t2).Then,by another scan,itfinds the third tuple t3that maximizes NCP(t2,t3).The process is repeated several times until NCP(t i,t i+1)does not increase significantly.Then we use t i and t i+1as the seeds.During the top-down partition,some groups may have fewer than k tuples, we adjust such a group by combining it with another group which minimizes the certainty penalty.The bottom-up method and the top-down method both provide satisfactory results.The top-down method is faster than the bottom-up method.This is。